If we define the client as anyone without whom a business wouldnt exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this presentation we treat the respondents with the same interest and devotion usually shown to the archetypal client and we place the mirror in front of the marketing researchers for a change. We ask the respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles and fieldwork environments that lead to more insightful and engaging deliverables.
If we define the client as anyone without whom a business wouldnt exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this presentation we treat the respondents with the same interest and devotion usually shown to the archetypal client and we place the mirror in front of the marketing researchers for a change. We ask the respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles and fieldwork environments that lead to more insightful and engaging deliverables.
Conducting quality research in a country as vast and insecure as Afghanistan is not without its challenges, i.e. high security risks (Taliban), violence, intimidation, corruption, ethnic, linguistic and gender differences, extensive illiteracy, hostility to research and strict cultural restrictions on access to households. This presentation addresses what can be done to overcome these challenges in order to give a voice to the people of Afghanistan and establish a culture of research in Afghanistan.
Companies are investing in it, consumers demanding it, pundits applauding it . . . but what does Corporate Social Responsibility (CSR) really mean: to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon footprint? Purchasing inputs locally? Donating to charitable causes? Treating business partners fairly? How much do consumers really care? Even though Corporate Social Responsibility has existed for decades within some corporations, the answers are relevant to businesses across product categories to avoid wrath and create competitive advantage in a world becoming more transparent. If consumers care about CSR, then companies need to have ways to address their social responsibility. This presentation outlines some key consumer driven issues from original fieldwork conducted in the US, UK and Germany in partnership with Nestle and Research Now.
This presentation reviews the results of a fascinating study finding that work experience in field or data entry improves claimed future intent to consider MR as a career. Doing it matters more than talking about it. Talking about it shifts impressions in a positive direction, but has much less impact than work experience. The study suggests recognition of this talent pool resource and argues for the inclusion of career MR information to junior workers in the industry.
Global Prices Study 2007 is the 7th benchmarking study ESOMAR has conducted since 1982 to help research providers and buyers execute market research projects. The latest edition reports on prices in 63 countries and includes analysis of changes over time. The fieldwork was conducted from 22 March to 10 June 2007 and a total of 592 research agencies participated in the study, providing sufficient data for the results of 63 countries to be reported, along with regions and sub-regions.
Brazil may well be the country with the largest experience of using a uniform socio-economic classification system in the world. It adopted one such system in 1970, as a result of the recommendation proposed by a panel nominated by the National Association of Advertisers (ABA). It has been revised and updated five times since then. The history of the Brazilian experience does not matter as much as the lessons we derive from it, which may be relevant for the future. We summarise here what we think those lessons are, and also explain how a common, uniform criterion was or can be achieved. We also mention the difficulties found in twenty-seven years of experience, from the purely technical to the fieldwork limitations that have an impact on the results of any classification system.
The paper raises questions about the adequacy of conventional qualitative research techniques for the future. A change in orientation and practice is needed if we are to develop a meaningful understanding of consumer responses to the advanced brand marketing environment of the late '90s. This change especially means a rethink of what 'fieldwork' is, concentrating on 'being there', and what really happens as well as what is said. The context is elaborated in both philosophical and practical terms, covering consumer values - and their limitations, client needs, research industry strengths and weaknesses, and how these might be tackled.
The Dutch Information and Public Relations Centre Your Opinion Counts took the initiative in 1992 to develop a training and examination programme for interviewers in The Netherlands. The training consists of a theoretical and a practical part. The NVvM (Dutch Association of Market Researchers) fitted the examination into its existing series of marketing research examinations and in the beginning of 1994 we were all set to start. That same year more than 500 candidates passed the examination and received the official Market Research Interviewer Certificate. ESOMAR followed and encouraged these Dutch activities from the very beginning. During the Annual Congress in Davos in 1994, the ESOMAR Council decided that the Dutch training and examination scheme should be made available to other member-countries. The book before you is the result of that decision. Part I is a translation of Ed van Eunen's Dutch book. Part II is a translation of documents used for the NVvM Market Research Interviewer Examination. All the parties concerned sincerely hope that this book will be of benefit to you if and when you decide to introduce this training and examination for interviewers in your own country. It goes without saying that all the Dutch examples, regulations and case histories quoted in this book will have to be adapted to your local situation.