Convergence and Divergence in European Market Research Practices

Details

Serval ID
serval:BIB_EE0539FB83CA
Type
Article: article from journal or magazin.
Collection
Publications
Title
Convergence and Divergence in European Market Research Practices
Journal
Marketing and Research Today
Author(s)
Denis J.-E., Lee J.-Y., Czellar S.
ISSN
0923-5957
Publication state
Published
Issued date
1997
Peer-reviewed
Oui
Volume
25
Number
3
Pages
180-190
Language
english
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 simultaneously
Create date
19/11/2010 15:17
Last modification date
20/08/2019 16:15
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