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Market researchers conducting multinational projects encounter complexities that simply don’t exist when conducting single-country studies. Some of the complexities are about logistics; for example, how to find quality samples for multinational surveys.
Some of the complexities are more about research design; for example, some research methods are more effective in some countries and less so in others. And other complexities are about analysis; for example, making choices about how to analyze and report data from multiple countries when we know that cultural differences can impact response behavior.
In this class, Instructor Kathryn Korostoff teaches students about managing global research studies while mitigating known risks. This is an important topic: global brands need global customer insights.
