Abstract:

This paper describes in some detail a marketing research study commissioned by Glaxo Holdings and carried out by Taylor Nelson Healthcare in six European markets and in Canada, amongst over 23 respondents concerning the future potential for Zantac. The paper is divided into three parts; the first describes the background to the study and explains why Glaxo Holdings required such data. The second part spends some time explaining the chosen methodology and dwells upon the lessons which may be learnt in co-ordinating eight ‘clients’ and twelve fieldwork agencies. The third part of the paper examines some of the actual data and describes briefly what use was made of this by both international headquarters and by the marketing teams in the country offices.