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Notes that methodological problems are hampering the growth of cross‐cultural marketing research and presents a review of methodological issues to address these problems. Organizes these issues around a six‐step framework which includes elements such as problem definition, the development of an approach and research design formulation. Notes that the marketing research problem can be defined by comparing the phenomenon or behaviour in separate cultural contexts and eliminating the influence of the self‐reference criterion. Discusses issues in data analysis such as treatment of outliers and standardization of data. Concludes with an interpretation of results and report presentation.

Given the focus of the special issue, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include a redefinition of the marketing researcher, the on‐going nature of marketing research, qualitative research, quantitative research, international marketing research, Internet marketing research, and ethical issues in marketing research.

The Internet is promised a brilliant future among the favorite tools of marketing researchers. Develops a typology of Internet marketing surveys showing the existence of eight different designs that can be used by marketers. However, researchers who plan to develop research using the Internet need to be aware of several problems related to this new tool. In particular we show that the nature of the Internet creates different sampling problems. To identify these problems, a seven‐step procedure following the steps of the sampling process is proposed. Several practical problems are then discussed.

Online data collection is gaining momentum throughout the market research business. At the same time internet users and their online information and booking behaviour are becoming more and more important for the travel and tourism industry. This paper aims to investigate this issue.

The paper researches internet users' travel and information/booking behaviour through online surveys. However, this approach is prone to critical methodological limitations. One of the main issues in this respect is the question of proper definition of the universe and sampling procedures. The paper shows today's chances and limitations of sampling using list‐based e‐mail invitations and online access panels.

Results indicate that sampling method and length of field time have a substantial influence on response rates. It can further be shown that results from online travel research differ from results obtained in face‐to‐face interviews even when focussing on the same target group.

As long as online research differs from research on internet users to such an extent, online surveys seem to be rather a good complement than a substitution for more traditional research methods.

The paper shows the limitations and chances of online travel research based on the unique comparison of data from a face‐to‐face and online access panel surveys.

Contrasts prospecting research with in‐depth qualitative research and statistical survey research. Presents a simple model – in mathematical terms, and as a numerical table – to relate the size of a sample to its power in terms of exploring the diversity of possibilities in a market. One implication of this model is that effective prospecting samples tend to be larger than those that are often taken for qualitative research: smaller samples may be surprisingly likely to exclude important possibilities and underestimate the degree of diversity in a population. By implication, qualitative researchers will often benefit from an initial prospecting survey of the market in which they are conducting in‐depth research.

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.

Qualitative research in the field of market research is ever‐growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American perspective, one that peers from inside the reservation community outwards, into the non‐native qualitative market research environment.

Introductory description of an indigenous‐based qualitative market research protocol is discussed. A native‐based elder care facility in the reservation environment is used as an example to facilitate conversation on developing an indigenous‐based model as it relates to non‐native qualitative market research methods.

The paper provides information that is useful when preparing proposals and/or selecting firms to employ in the Native American landscape. The roots of this paper can aid readers to build, implement, and understand culturally sensitive processes in developing a native relevant qualitative model that interacts with current and future market systems.

A list of questions is provided for native committees to use when selecting firms to provide qualitative market research services. The question list also provides a template for non‐native consulting firms to use in the proposal development process.

This paper provides an indigenous model of qualitative market research. It is proposed as a valuable tool for both First Nation communities and non‐native consulting firms world‐wide.

Over the past 20 years the UK market research industry has concentrated almost exclusively on technology to improve its operating standard, efficiency and control. The potential for similar improvement through better use of statistical procedures has been largely ignored. Harnessing the two could give a powerful boost to the industry and its clients.