Abstract:

This paper is not intended to be a technical contribution, although we will comment on some techniques and methods that we use. Rather, our purpose today is to focus upon the development, implementation and administration of a global multi-country programme that we think is rather unique in the marketing research field. One of the cornerstones of our marketing planning throughout the world is a general consumer survey that we call a Soft Drink Barometer. The Barometer is a continuing programme of consumer research designed for application in any one of the 130 or more countries served by The Coca-Cola Export Corporation. The major function of this programme is to provide a picture of the status, direction, and extent of change in a range of important marketing variables over the years — between countries and on an individual trading area basis within countries.