BUYING INTERNATIONAL RESEARCH

This paper describes the market research function at Shell Internation al from the point of view of the Market Research Specialist, a role cr eated five years ago to act as a focal point and standard setter for m atters pertaining to consumer research. The issues in connection with central or localised control are addressed and the role of the co-ordi nating agency discussed. The author's experience shows that a co-opera tive approach with local operating companies is most effective in buyi ng research that is likely to be used.