Convergence or divergence in european market research practices ?

Rapport Rapport de recherche Convergence or divergence in european market research practices ? eng 1996 author Denis Jean-Emile 27903 author Lee Ju-Young 82098 author Czellar Sandor 84702 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 simultaneously Dewey 332/658 Dewey 330/650 Cahiers de recherche 1996.20 9 Faculté d'économie et de management S false Faculté d'économie et de management

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Convergence or divergence in european market research practices ?				1996	588	0

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Lee, Ju-Young