Abstract:
Researchers and end-users face several problems in understand the Latin American consumer because of the cultural diversity and its impact in terms of attitudes and behaviour. The same stimuli will probably have different, and even opposite, effects in the various Latin American countries. This has a major impact when consolidating information across countries and/or when trying to use one country as representative of the region. This paper addresses questions such as whether standardization increases multi-country comparability; similarities and differences impacting research outcomes; and whether research tools are equally effective throughout the Americas.
Research Papers
Are Latin America's children becoming globalized?
Catalogue: Latin America 2005
Author: Mónica La Madrid
 
June 15, 2005
Research Papers
Latin American profile, demographics and socio economic strata
Catalogue: Latin America 2006
Authors: Manuel Barberena, Norah Schmeichel, Bárbara Corrales
Companies: GfK, Pearson S.A. de C.V.
October 20, 2006
Research Papers
Branding national assets amidst global diversity
Catalogue: Global Diversity 2006
Authors: Fabián Echegaray, Leonardo Athias
Company: Market Analysis
May 8, 2006
