Abstract:

The purpose of this paper is to discuss briefly the organisation of the international research functions within the agency. International market researchers often discuss the problems of planning and executing individual multi-national surveys but, I think, comparatively little attention has been paid, at least in public, to the basic problems of organising international research itself within the agency. And of course the proper organisation of the international research function as a whole is a necessary precondition to the proper conduct of individual surveys.