Internationalization imposes on enterprises the necessity to recognize target markets in a European space. One of such markets may be constituted by young consumers. This group is quite homogeneous as for social-demographic features, but different as for cultural aspect. Recognizing this segment requires designing marketing research of international scope. The
objective of this article is to present methodological problems related to designing and
conducting international research. This article has a methodological character and presents research experience of the author gained during European research of e-consumer in 6 European countries for the needs of NCN (National Science Centre) project titled ‘E-consumer in Europe – a comparative analysis of behaviors.