Abstract:

In this paper I identify three factors that I believe are responsible for the past lack of quality in much of the research in the Arabian peninsula. Of the three factors I propose that the differences between the value systems of the Middle East and the European research industries will be the most difficult to reconcile. The industries in both regions have much to learn from each other but it is important for buyers to understand the assumptions that each works from. Moreover, as ESOMAR expands its influence and authority beyond Europe, it must address the question of which values should prevail and how they can be integrated into an overall code of ethics.