Abstract:

It is very difficult for the headquarters of multinational corporations, for offshore firms without local branches, or for market research institutes without local associates, to evaluate the market research undertaken in the Latin American region, i.e., to know what is done and how it is done. This paper seeks to respond to some of the questions which are often posed by such foreign organisations interested in exploring Latin American markets. The first part is devoted to a reflection on how certain local conditions have an influence upon the way market research is conducted. The second part brings forth examples of complex studies, presenting three cases in which multivariate techniques were used. The paper ends with a reflection on the need for a greater local development of techniques adapted to the local milieu.