Abstract:

This paper is based on the experience gained in commissioning research in, at present, eight different European countries. In addition some knowledge has been acquired of research in other European countries and in some British Dominions and the United States of America. When we think about international research we all pay lip-service to the fact that the people living in one country differ in many respects from those in other-countries. We know that the same problem arises in advertising when it is said that copy produced for one market is unsuitable for any other market. However, this vital fact of each nation approaching its problems in a different way has not been investigated, as yet, in any scientific way; what I can do is to give some thoughts based on my practical experience in the hope that you may avoid many of the mistakes which we make until we have learned our lessons.