Anthropologists of modern life

Meer over het boek

Focusing on the evolution of market research in Argentina, the book explores its origins, development, and the lack of historical documentation in the field. It examines the systematic analysis of information crucial for informed decision-making in marketing, public policy evaluation, and understanding public sentiment. The text identifies three specialized areas within the discipline, highlighting their distinct units of analysis and information drivers, providing a comprehensive overview of the market research landscape in Argentina.