The sub contractor is at the end of the line and it is natural his point of view should be given last. It reflects what happens in practice and you must understand that we have often the same feeling as the secretary who has to type a report for yesterday because of the delays accumulated at the research executive, the field force and the data processing levels.
The sub contractor is at the end of the line and it is natural his point of view should be given last. It reflects what happens in practice and you must understand that we have often the same feeling as the secretary who has to type a report for yesterday because of the delays accumulated at the research executive, the field force and the data processing levels.
In this paper, I shall discuss two main themes, from the point of view of an international co-ordinating agency, namely: the problems of communication; the role of check lists in improving communications. Thereafter, most of this paper will be devoted to five key aspects of the work of a co-ordinating agency. The paper then concludes with some comments on future developments in communications media.
In a company such as Regie Renault, the weight of studies carried out outside France is naturally important. Among these a large number are undertaken by our foreign branches in their particular countries. The studies to be discussed here will be those determined and directed by Central Services at Head Office. By taking as an example the 1984 Budget for Research the following allocation of resources can be established.
In a company such as Regie Renault, the weight of studies carried out outside France is naturally important. Among these a large number are undertaken by our foreign branches in their particular countries. The studies to be discussed here will be those determined and directed by Central Services at Head Office. By taking as an example the 1984 Budget for Research the following allocation of resources can be established.
This paper describes a system that I have been developing within the MRB International Group of companies: a system designed to overcome some of the problems associated with co-ordinating/quality-controlling qualitative research in multi-country studies.
As a whole the discussions in group three gave the following conclusions: 1. Independent from the methods, the organisation is the main problem of a multi-country survey; 2. Coordination must be done from one central point. Identical-sampling, coding a.s.o. are problems of second order, solutions must be found from case to case;. 3. One point Group III missed in all the papers: that is discussion on the possibility and the necessity of the central databank with all "official figures" of all countries, with identical classification.
Ogilvy & Mather Limited is a large UK advertising agency, part of a group which includes large agencies in three other countries with smaller offices in a further three countries. Six months ago the London agency reorganised the way in which creative research was handled. This reorganisation followed a period in which a careful study was made of the creative research operation in the other three large agencies in the group. This paper gives a summary of the problems identified during the study, an account of the solution adopted in the London agency and a report on the operation of the new system.
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.
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.