Abstract:

Since the theme of this Congress is the quality of research, I thought it might be a good idea to find out what some ESOMAR members think has been the contribution of ESOMAR Congresses, not just to the overall quality of research, but to the quality of their own personal work. This may well be a better measure of attitudes towards ESOMAR Congresses. We used both depth interviews and a mail questionnaire to develop our data. Together with two of my colleagues, Michel Haski and Derek Martin, we conducted ten depth interviews; two each in Italy, France, Germany, England, and the United States; and then mailed approximately 360 blank questionnaires to ESOMAR members who are users of marketing research and we received nearly a 25 percent response.