T H E K E Y T O S
U C C E S S F U L
G L O B A L R E S E A R C H
Many market research and consulting companies still
believe that one size fits all.
This belief can lead to major pitfalls in applying
inappropriate methodologies, techniques and interpretation
to very unique local market conditions.
What we have learned is that there
are indeed certain quality control processes and field
monitoring procedures that have almost universal
application to every market.
Importantly, we have also learned that the specific
survey design, data collection method, local language
questionnaire translation, rating scales, etc. that are
used need to be adapted to the local culture and unique
market conditions. Doing
so will lead to success in conducting market research in
any part of the world.
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