Final answer:
In global marketing research, it is advisable to use a mix of techniques including focus groups, surveys, observations, and interviews. This allows for a more comprehensive and reliable set of data.
Step-by-step explanation:
In global marketing research, it is advisable for the plan to use a mix of techniques. Each research method has its strengths and weaknesses, and using a combination of techniques allows researchers to gather a more comprehensive and reliable set of data.
For example, using only focus groups may provide valuable insights from a small group of participants, but it may not fully represent the larger market. On the other hand, relying solely on written surveys may limit the depth of understanding as it only collects self-reported data.
By incorporating various methods such as focus groups, surveys, observations, and interviews, researchers can gather both quantitative and qualitative data, ensuring a more holistic approach to global marketing research.