While it is well accepted that good research is essential to developing the most effective international marketing strategies, until recently many warned that using qualitative techniques was fraught with pitfalls. However, no study had been completed which describes the use of various qualitative techniques in specific markets. This preliminary study, based on interviews with 39 experienced market research managers, shows that most qualitative techniques are used in nearly every one of the 17 countries included. International researchers interviewed are well aware of the cultural problems they may face in completing international qualitative research. These cluster around relations with the in-country research firm, reactions of respondents and interpretation of data. In this study, they offer specific strategies they use to overcome these problems: patience and sensitivity in developing working relationships with the local firm and meeting the needs of respondents and first-hand in-country experience

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<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify; mso-pagination: none;" class="MsoNormal"><span style="font-size: 11pt; mso-bidi-font-size: 10.0pt;"><span style="font-family: Times New Roman;">This paper investigates the financial performance of the U.S. airline industry, especially the industry's sensitivity to business cycles, since the 1978 passage of the Airline Deregulation Act.<span style="mso-spacerun: yes;"> </span>The industry's potential return to profitability through restructuring, particularly through its advocacy and pursuit of globalized markets, is explored.<span style="mso-spacerun: yes;"> </span>Altman's Z-score model, which reflects 22 financial items (obtained from the Industrial Compustat) for each airline company, is applied to illustrate the stability of the industry during the 1982-1989 period and its deterioration since 1989.</span></span></p><span style="font-family: Times New Roman; font-size: small;"> </span>

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