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 or headquarters of the company usually desires standardization of data collection, sampling procedures, and survey instruments to ensure consistency and comparability of data across countries. This helps in making informed business decisions and in evaluating the performance of different subsidiaries or markets. Local governments, research agencies, and subsidiaries may have their own preferences and requirements, which may not align with the standardization goals of the home office. Home research agencies may collaborate with local research agencies to ensure standardization, but ultimately the decision lies with the home office.

With Respect to Standardization of Research Results, Even When Dealing