Using an international group
This paper discusses the various approaches that can be used when conducting international research with particular reference to the benefits of working with a Multinational Research Company or Group. The approaches that a company can adopt when conducting international research can vary widely from the highly centralised (commission direct from a central point) to the highly decentralised (commission at local level, with international management exercising a more or less loose overall coordination function). International Groups can service an international company's needs whatever the preferred approach. Indeed, International Groups are set up for this purpose, with consequent advantages in terms of quality, international comparability and international orientation.
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