This theme has been selected because, despite progress and methodological advancements, liberalising markets and technology impacts prompt for even more methodological and conceptual rigour when conducting research across borders. It has been argued that market dynamics and global competitive pressures create new challenges for researchers and companies and call for a diversification of research methods. International marketing research is challenged because the process of globalisation represents a powerful external trigger specifically for cross-national research, and also because of the methodological problems that arise from the complexity of international studies. It is therefore the aim of this e-book to address some of these difficulties; particularly in regards to quantitative research.