ESOMAR Excellence Award for Paper of the Year: 2011-2012

Posted On: 05/1/13

This paper (written by Piyul Mukherjee and Pia Mollback-Verbic) takes cross-cultural research to a new level, not least by providing a framework that guided the development of the research approach. This paper illustrates far better than most how decision-makers can be mislead by what consumers say in more traditional research when there are cultural sensitivities not accounted for in the methodology.

European Society for Opinion and Marketing Research (ESOMAR)

ESOMAR Excellence Award for Paper of the Year: 2011-2012European Society for Opinion and Marketing Research (ESOMAR)