Product media index in Hungary - a detailed consumer profile from different database sources

This paper describes a possible way to reduce the risk of a common client requirement, namely “to know everything from one survey”.

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...

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