Abstract:

A case history of the development of a 12 nation survey from its national origins to international execution and completion. It is an illustration of the continuing problem facing international researchers of how to conduct research that is actionable by both central and local managements. This paper deals with the considerations surrounding a survey into the developing breakfast cereal market in Europe, and the evolution of research from a national to an international basis. There is a discussion of the objectives behind the KELLOGG commissioning and specification of the survey, and of how the knowledge from individual country research was integrated into an international survey.