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.
Research Papers
How many countries are there in one country?
Catalogue: Latin America 2002
Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Santiago Bargagna, José L. Petris
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
May 12, 2002
Research Papers
How to avoid the pitfalls of multi-country research
Catalogue: Latin America 2005
Author: Jorge GarcÃa-González
 
October 23, 2005
Research Papers
The dilemma of brand identity in Latin America
Catalogue: Latin America 2003
Author: Nora D'Alessio
 
May 4, 2003
