Anthropologists of modern life

Market research is an activity oriented to the search, selection and systematic analysis of information for decision making with less risk. Decisions associated with the process of marketing, promotion and commercialization of a product or service, the evaluation and performance of public policies or the knowledge of the opinions, expectations and demands of citizens.In this sense, it is possible to identify three areas of specialization of the discipline, with different denominations, units of analysis and drivers of information.Considering the absence of a history of the discipline in the Argentine market, this paper aims to historicize the origins and development of market, media and public opinion research in Argentina.

Autorentext

Gonzalo Peña, Doktor der Sozial- und Wirtschaftswissenschaften (UCES). Direktor des Master-Studiengangs Markt-, Medien- und Meinungsforschung (UCES). Direktor des Master-Studiengangs Politische Analyse und Marketing (UCES). Buchautorin und internationale Dozentin für Marktforschung und internationale Wirtschaft.