QRCA Views Magazine, Fall 2018

14 QRCA VIEWS FALL 2018 www.qrca.org n GLOBAL n “Second, researchers must develop the capability to conduct and coordi- nate research that spans diverse research environments. Third, interna- tional marketing researchers need to develop new creative approaches to probe the cultural underpinnings of behavior. Finally, technological advances need to be incorporated into the research process in order to facili- tate and expedite research conducted across the globe.” This article takes a humorous approach to the areas where progress R esearch to support international marketing decisions has evolved over the past four decades and must change even more to support firms in the twenty-first century,” write NYU professors C. Samuel Craig and Susan P. Douglas in Conducting International Marketing Research in the Twenty- First Century. The professors go on to say, “There are four key areas where progress must be made. First, international marketing research efforts need to be aligned with market growth opportunities outside the industrialized nations. “ T EA AND CRUMPET S A Brit’s Reflections on Conducting International Qualitative Research