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| Author: | Homma, N. Ueltzhoffer, J. |
| Title: | The Internationalisation of Everyday-Life-Research: Markets and Milieus |
| Journal: | Marketing and Research Today
1990 : NOV, VOL. 18, p.197-207 |
| Index terms: | INTERNATIONAL MARKETING CONSUMER BEHAVIOUR CONSUMERISM |
| Language: | eng |
| Abstract: | Everyday-Life-Research is derived from the principles of phenomenology, ethnomethodology, and social psychology seeking to understand the world as people experience it. It was initially developed in West Germany in 1979 by SINUS, the Heidelberg-based research firm. SINUS was asked to extend this approach to other markets like Great Britain, France and Italy. The segmentation yields social milieus. |
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