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Convergence or divergence in european market research practices ?

By Jean-Emile Denis, Ju-Young Lee and Sandor Czellar

Abstract

This study investigates whether market research expenditure patterns of eight European countries including Germany, France and the UK do converge or not over the 1990-1994 period. The analysis leads to mixed conclusions. As far as specific marketing research modes are concerned, converging trends are indeed observed for only a few categories of expenditures, notably for continuous panel (whose share of market research expenditures is increasing) and face-to-face interviews (whose share is decreasing). With regard to the general pattern of evolution when all modes are simultaneously taken into consideration, two opposite trends are observed. There is indeed a general tendency towards convergence among the eight countries surveyed. It appears however, that within a subgroup of core countries that include Austria, France, Germany, and Greece some diverging shifts are also occurring simultaneousl

Topics: info:eu-repo/classification/ddc/332/658
Year: 1996
OAI identifier: oai:unige.ch:unige:5940
Provided by: Archive ouverte UNIGE
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