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 â between countries and on an individual trading area basis within countries.
This could also be of interest:
Research Papers
Segmenting consumers world-wide
Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Howard R. Moskowitz
 
September 1, 1999
Research Papers
Segmenting consumers world-wide
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Howard R. Moskowitz
 
September 1, 1996
Magazines
Research World (October 2007)
Catalogue: Research World 2007
Author: ESOMAR B.V.
 
October 1, 2007
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)