Mixed mode: the only 'fitness' regime?
Bill BlythTNS plc
Market research has always been an international industry, particularly in the UK where this expertise is one of the major reasons for the commercial success of the supply side of the industry. Globalisation has further accelerated growth in international research. In particular, the number and scale of truly multi-country research surveys – that is, surveys conducted to the same specification in many countries simultaneously or as part of a rolling programme – has grown substantially.
Traditionally the received wisdom was that such surveys should be conducted using...