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Research papers
The Latin American market
This paper comprises two topics. Content relevance: to evaluate the Latin American executive's attitudes, beliefs, expectations and needs, representing the status quo of the demand for marketing, communication and market research information in a...
Catalogue: Latin America 2003
Authors: Laure Castelnau, Ney Luiz Silva, Nelsom Marangoni
Company: IBOPE Inteligencia
May 4, 2003
Research papers
From the pyramid to moebius (Spanish)
This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and...
Catalogue: Latin America 2003
Authors: Jorge Karol, Laura Fernández, Fernando Moiguer
Company: Compañia de Negocios Moiguer
May 4, 2003
Research papers
How an external audit can assist an industry in establishing the credibility of a rating service
This paper reviews why auditing media research is necessary and provides a framework for establishing an initial audit process. It also describes the benefits achieved when an audit process is properly administered.
Catalogue: Latin America 2003
Authors: George Ivie, Nick Terlizzi
May 4, 2003
Research papers
From the pyramid to moebius
This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and...
Catalogue: Latin America 2003
Authors: Jorge Karol, Laura Fernández, Fernando Moiguer
Company: Compañia de Negocios Moiguer
May 4, 2003
Research papers
The new rules of the game in Latin Argentina (Spanish)
This paper provides a thorough analysis of the evolution of the Argentine case, taking an in-depth look into the progress of the events that took place in the historic year 2002. It explores this experience with the objective of extracting learning...
Catalogue: Latin America 2003
Author: Guillermo Oliveto
Company: CCR Group
May 4, 2003
Research papers
Market research in Chile
This work describes the results of a study of the Chilean market research industry aimed at obtaining information about the industry and responses to questions such as what attributes would be desirable in a market research firm, how market research...
Catalogue: Latin America 2003
Authors: Cristóbal Fernández, Claudio Aqueveque, Patricio Carrasco
May 4, 2003
Research papers
Recognizing the consumer power in the cable TV market in Brazil! (Spanish)
Since 1999, EP-Escritorio de Pesquisa Eugenia Paesani has been working jointly with NET on a project for continuous evaluation of company performance - according to the clients' perception - aiming at the improvement of services rendered by Net and...
Catalogue: Latin America 2003
Authors: Bárbara Corrales, Simone Felisardo
Company: EP - Escritório de Pesquisa Eugênia Paesani
May 4, 2003
Research papers
The dilemma of brand identity in Latin America (Spanish)
The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social...
Catalogue: Latin America 2003
Author: Nora D'Alessio
May 4, 2003
Research papers
