Marketing Research for Managers, 3rd Edition

15	Using research in international markets

15.1	Introduction
15.2	Who monitors the quality of international research?
15.3	Who are the users?
15.4	Who undertakes the research?
15.5	International market research begins at home
15.6	‘Off-the-peg’ research
15.7	Secondary desk research
15.8	Sources
15.9	‘Made-to-measure’ research
15.10	Data collection methods
15.11	How do you ask the questions?
15.12	How do you buy good research?
15.13	Implementing the research
15.14	Summary

15.1 Introduction

Globalization has become a business buzz word and the market research industry, in common with marketing services companies across other sectors, has expanded its role to take into account the international ambitions ...