Abstract:
The debate on global vs. local marketing (and research) is one of these debates which have been going forever. The basic question is âcan you apply the same advertising/packaging/ positioning (fill in the blank) on a global basis or are there local cultural norms that require a more nuanced approach?â To which the answer has been, for as long as I can remember, local culture will always trump standard globalisation. The same goes for research too - you cannot (however much you insist you can) simply apply one standard methodology worldwide to a research survey without taking local culture into account. Another old chestnut is the debate on how to rate the quality of research agencies. A better route down which to go would be to check on the agencyâs public credentials: does the agency subscribe to the ICC/ESOMAR Code?
This could also be of interest:
Magazines
Research World (July-August 2010)
Catalogue: Research World 2010
Author: ESOMAR B.V.
 
August 15, 2010
Magazines
Research World (July/August 2000)
Catalogue: Research World 2000
Author: ESOMAR B.V.
 
August 1, 2000
Magazines
Research World (July/August 2005)
Catalogue: Research World 2005
Author: ESOMAR B.V.
 
August 1, 2005
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)