How to Improve Quality in Multi-Country Projects
by Capturing its Heterogeneity
The Latin American Experience


by Jorge García-González, Jorge Lipetz and Mónica Markwald
(SAIMO - Sociedad Argentina de Investigadores de Marketing y Opinión)

This paper expresses the growing concern of SAIMO members over globalization and new market research demands.

Based on experience gathered in conducting ever more frequent multi-country studies throughout Latin America, we decided to present this paper at the ESOMAR Congress, which hosts many research firms with head offices throughout Europe and in the USA, that are also some of our major clients.

Therefore, this paper is a review based on factual experience sourced by our members regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of making a contribution that might help manufacturers and researchers avoid these problems.

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INDEX

. Introduction

. Latin America
- The Framework and purpose for this paper
- Our definition
- Basic Data
- Population origins

. Common Aspects
- Changes in Latin American markets
- Socio-cultural aspects

- Basic regional differences
- Economy
- Lifestyles
- Distribution

- Local Idiosyncrasies and realities: How they affect different stages of a research project
- Sampling

- Questionaires design.
- Translations (The Spanish language myth)
- Atributtes
- Scales

- Defining Socio-Economic levels

- Product positioning: The risk of considering one country as representative of the region

- Interpretation of results
- Buying intentions
- Brand loyalty
- Eating habits
- Modernity
- Financial Services
- Estimating potential markets
- Analyzing poor answers

- Conclusions

- References and Authors


Published in The Power of Knowledge: From research findings to marketing intelligence, ESOMAR, 51st Congress, Berlin, 1998.




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