Abstract:
The paper sets out the broad processes involved in globalisation especially in the communications and media domains. While there are global changes happening there remain massive disparities in uptake and availability between markets. Equally large-scale differences exist within each market. The futura.com study based in the United Kingdom is designed to look at the impact of change using a panel-based design and multiple measures of different forms of change - technological personal social national. This approach has allowed a complex segmentation analysis based around peopleâs attitudes to change to be undertaken. The results of this social segmentation show that this is an efficient and meaningful means of discriminating between different groups of people in terms of their attitudes behaviour and beliefs. This approach to researching changing markets is ideally suited to multi- country studies.
This could also be of interest:
Research Papers
Researching the process of change
Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Michael Svennevig, Robin Brown, Matt Houltham, Robert Towler, Julie Firmstone
 
October 20, 1998
Research Papers
The impact of climate change on business
Catalogue: Congress 2008: Frontiers
Authors: Yashwant Deshmukh, Lloyd Hetherington, Eugene Kritski, Fabián Echegaray
Companies: Market Analysis, GlobeScan Incorporated
September 26, 2008
Research Papers
Researching design
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Greg Bohlen, Fiona Jack
Company: Green Light International
September 1, 1999
