International, or ‘multi-country’ research has grown in importance over recent years. There are many pitfalls in conducting international research and it is as well to ensure that any research programmes take full account of local market differences. At the same time there are many advantages in collecting similar and comparable data across different markets which will require a centrally co-ordinated approach to research.
KeywordsEurope Marketing Sorting Argentina Editing
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- Robert M. Worcester and John Downham (as above, op. cit.).Google Scholar