consumer research in the context of social transformation
Implications for methodology and interpretation
Kerstin UllrichandStephan TeuberGIM Gesellschaft fr Innovative Marktforschung mbH
Introduction
The transformation societies of Eastern Europe are a wellploughed field in sociology and social science research. The process of transformation in East Germany has also rapidly become an often wellendowed scientific field in its own right.
In practicerelated social research such as consumer and market research, however, researchers seem to be slow in realising that traditional research practices and interpretation patterns often do not work in transformation societies. Transformation societies? Is East Germany really...