The global village lives

Gyorgy Pasztor and Jane Gwilliam

This paper covers similarities and differences between countries and cultures which can affect how qualitative methodologies can be applied to offer comparable, research data to international marketers.

The global village lives

From cultural silos to global methodologies

Jane Gwilliam Research International Qualitative andGyorgy Pasztor Hoffmann Research International

INTRODUCTION

This paper discusses the changing needs of marketing companies and how this impacts on what research agencies need to offer in international research methodologies and techniques.

It covers ways of ensuring that methodologies deployed in international, qualitative research have relevance at a local as well as international level and that outputs, whether for local, regional or global consumption, are meaningful and useful for clients.

WHAT IS INTERNATIONAL RESEARCH? THE HISTORICAL CONTEXT

Theoretically, international qualitative research...

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