Product media index in Hungary - a detailed consumer profile from different database sources
Jénos BacherGfK Hungéria, Hungary
Rita VellaGfK Hungéria, Hungary
Dévid GyöngyösiGfK Hungéria, Hungary
SUMMARY
Expectations of market research projects are becoming increasingly complex. The clients' goal is to learn as much as possible about consumers, and understand their behaviour and the background to their decisions.
In order to meet clients' requirements, a worldwide trend of longer average interview times and questionnaire length can be observed.
However, longer interview time and more burden on respondents have a negative effect both on the quality of the...