It is very difficult for the headquarters of multinational corporations, for offshore firms without local branches, or for market research institutes without local associates, to evaluate the market research undertaken in the Latin American region, i.e., to know what is done and how it is done. This paper seeks to respond to some of the questions which are often posed by such foreign organisations interested in exploring Latin American markets. The first part is devoted to a reflection on how certain local conditions have an influence upon the way market research is conducted. The second part brings forth examples of complex studies, presenting three cases in which multivariate techniques were used. The paper ends with a reflection on the need for a greater local development of techniques adapted to the local milieu.
The objective of this study is to discuss the peculiarity and complexity of the newspaper product which places it among the products, or as the sole product, whose relationship with the consumer is so complex and, above all, diversified, that the researcher's work does not become any less complex.
The objective of this study is to discuss the peculiarity and complexity of the newspaper product which places it among the products, or as the sole product, whose relationship with the consumer is so complex and, above all, diversified, that the researcher's work does not become any less complex.
In 1990, the Quality Department of TELEFONICA DE ESPANA has designed a Programme of Quality Surveys, designated to know and improve the satisfaction of her clients, which afterwards has been carried out during all the year by ICP/RESEARCH, S.A. (INRA-SPAIN). This is not simply an unjustified concession to the waves of fashion. The interest for quality is more profound and is born by the very nature of a public service. In a competitive market, the dissatisfaction of the user with the quality of a service is reflected quickly in the benefits account. If you don't give to the people what they want and in the way they want it, they go to the com petition or simply cut down the budget. The sales figures are a good indirect indicator of the level of satisfaction.
In 1990, the Quality Department of TELEFONICA DE ESPANA has designed a Programme of Quality Surveys, designated to know and improve the satisfaction of her clients, which afterwards has been carried out during all the year by ICP/RESEARCH, S.A. (INRA-SPAIN). This is not simply an unjustified concession to the waves of fashion. The interest for quality is more profound and is born by the very nature of a public service. In a competitive market, the dissatisfaction of the user with the quality of a service is reflected quickly in the benefits account. If you don't give to the people what they want and in the way they want it, they go to the com petition or simply cut down the budget. The sales figures are a good indirect indicator of the level of satisfaction.
Nielsen is able to spot screen and track down relevant trends to the marketing research business as soon as they emerge in a specific country and if that small creek has the momentum to be turned into a mighty river, Nielsen is in the position of telling it first. This is the experience I would like to share with you today. The next slides summarise such major trends from the Consumers Retailers and Brands perspective.
This paper will discuss how procedures and techniques employed in the United States and Western Europe were adapted successfully in setting up retail audit services in Venezuela. First, the paper will include an historical assessment of the initialisation and development of retail audit in Venezuela. This will be followed by a review of the fundamental issues to be considered when analysing the feasibility of marketing research tools and techniques to be used in launching a retail audit service.
The text deals with several aspects which involve qualitative research in Brazil, being commented on both from the user's and the supplier's point-of-view of this methodology. It is basically divided into four parts.
The text deals with several aspects which involve qualitative research in Brazil, being commented on both from the user's and the supplier's point-of-view of this methodology. It is basically divided into four parts.
The paper discusses the application of sales prediction techniques to new product development in Latin America. It shows that in packaged goods product fields, both of the two mainstream methodologies, the Laboratory Test Market exemplified by SENSOR, and the concept/product test exemplified by MicroTest, deliver very similar consumer responses in the Latin American context as those found in other markets, notably Europe. This gives confidence in the validity of the consumer data. The problems lie more is obtaining accurate measures of market size, distribution and consumer purchasing due to the incomplete coverage of retail audit and consumer panel services. The extension of prediction techniques to durables and services, implications for the Latin America context, are also discussed.