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Research papers

Life times in Latin America

This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Mónica S. Markwald, Maria Medio
Companies: , RISC International (Europe) SA
June 15, 1999

Research papers

Challenging stereotypes

This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked by political, economical and social instability....

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Mónica S. Markwald, Daniela Pérez Lloveras
Company: Markwald La Madrid & Asociados
October 24, 2004

Research papers

Improving quality in multi-country projects by capturing its heterogeneity

This paper expresses a growing concern over globalisation and new market research demands and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Jorge Lipetz, Mónica S. Markwald, Jorge García-González
Company: Markwald La Madrid & Asociados
September 1, 1998

Research papers

Life times in Latin America (Spanish)

This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Mónica S. Markwald, Maria Medio
Companies: RISC International (Europe) SA, Markwald La Madrid & Asociados
June 15, 1999