GETTING IT DONE PROPERLY - THE ROLE OF THE COORDINATOR IN MULTICOUNTRY RESEARCH

We shall be considering here the co-ordination of multi-country resear ch in consumer markets, with the emphasis on ad hoc studies. If some o f the observations and conclusions seem controversial, this is no acci dent. International research and multi-country research as specialist areas are overdue for debate. We shall focus here on multi-country res earch, because it presents much the greater challenge. If you can succ essfully handle a multi-country project you will not have too much dif ficulty with the same thing in one foreign country. The reverse, alas, is not true. No attempt has been made to support conclusions with evi dence - rather, this paper represents the observations of an old hand of the dogmatic tendency.