Perceptions of research in Latin America

Date of publication: September 19, 2004

Abstract:

We are facing a scenario in transition, in Latin America. What is becoming more important in our activity? What is becoming irrelevant? What is expected from market research? Are we fulfilling the current needs of the clients? In what direction is the prestige and status of this profession going? This paper addresses these questions based in a web survey among clients and providers of market research, in five of the main markets in Latin America.

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