As our world becomes more interconnected, global market research becomes increasingly important for manufacturers and service providers who want to take advantage of international marketing opportunities. Global research is especially challenging as it requires more planning, coordination, resources, and analysis than research conducted domestically. Multi-country research brings with it the complexities of conducting surveys in different languages, working with interviewers based in other countries, and interviewing in environments that vary in terms of technological, political, and social conditions. Laying a strong foundation for the execution of global research requires careful planning when selecting markets, determining the appropriate data collection method, translating questionnaires, and analyzing and interpreting results.