Challenges in conducting worldwide online research

Hans Lingeman and Paul Strasser

Over the years much has been written about cultural sensitivity in marketing. As manufacturers began offering products and services to the worldwide community, marketers struggled with building a single global brand while localizing their messages where appropriate.

Challenges In Conducting Worldwide Online Research

Lessons learned from real applications

Paul Strasser MSI International East, Inc.Hans Lingeman ITM International B.V.

Let us first review where we have come from as an industry. As noted above, marketing researchers made a few mistakes in developing global intelligence solutions. From these mistakes, however, we have learned to conduct significantly higher quality worldwide market intelligence. In fact, much has been written in the past ten years to guide the industry on

  • Design of global...

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