With respect to standardization of research results, even when dealing with cross-country marketing research, which of the following entities usually desires standardization of data collection, sampling procedures, and survey instruments?

Question

Quizplus · Accepted Answer

The home office typically desires standardization of data collection, sampling procedures, and survey instruments in cross-country marketing research to ensure comparability and consistency of data across different markets.

With Respect to Standardization of Research Results, Even When Dealing