Benchmarking international marketing research practice in UK agencies – Preliminary evidence

Nina L Reynolds (University of Wales Swansea, Swansea, UK)

Benchmarking: An International Journal

ISSN: 1463-5771

Publication date: 1 December 2000


This paper looks at the methodology adopted for international marketing research by commercial marketing research agencies. It considers the actual practices used by providers of commercial international marketing research, and reveals that while most commercial researchers are aware of, and address, the overt problems of international marketing research (e.g. language differences), they are less aware of the more covert problems that may arise (e.g. response bias). This paper shows that no single organization can be used as benchmark for commercial international marketing research; consequently, theoretical researchers concerned with international marketing research methodology must address how they disseminate their findings to commercial marketing researchers.



Reynolds, N. (2000), "Benchmarking international marketing research practice in UK agencies – Preliminary evidence", Benchmarking: An International Journal, Vol. 7 No. 5, pp. 343-359.

Download as .RIS




Copyright © 2000, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.