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Pitfalls when Conducting International Fieldwork

Beate Pohl, Ipsos Observer, in planung & analyse, 2/2012

As for national fieldwork, for international fieldwork applies the well-known wisdom that inaccuracies in questionnaires, first and foremost within the screening process and in conducting the interview are only corrigible with a considerable amount of effort, if they are correctable at all. Within the context of international market research projects there are additional rules to adhere, beyond the familiar strategies of questionnaire conception. The purchasing and the coordination processes are rife with pitfalls, too. So, for the successful execution of international projects professional expertise and knowledge of these traps is essential, regarding every country involved and every phase of the project.



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