Achieving Comparability From Multicultural Diversity
Peter Klein MSW Research
FOREWARD: DIVERSITY IN THE GLOBAL VILLAGE
Increasingly, international marketers ask researchers to design and field multi-country studies. International studies executed today at MSW and GfK span a broad spectrum: system-based copy tests, focus groups, telephone A/U studies and surveys, customer satisfaction studies, face-to-face executive interviews and quite a few that include a mixture of several methodologies and are uniquely customized. [1]...