The Validity of Income Measurements in Comparative Perspective

Abstract

Over the last years market research has become significantly more international. Whereas in 1997 German market research companies with membership of ADM (Arbeitskreis Deutscher Markt- und Sozialforschungsinstitute e.V.) reported that less than one third (31%) of their annual turn-over had been achieved abroad, in 2000 this share had risen to almost half of their turnover (48%) (ADM 2001: 7; see also Chapter 4 in this volume). The globalisation of brands and products requires comparable information on the consumers’ likes and dislikes, which spans more than one society or market, respectively. In order to supply this information, market research companies had to develop standardised international tools and instruments which at the same time yield valid, reliable, and comparable results. At this point, market research and academic social research face the same problems when moving in an international environment, and both rely on similar instruments to grasp the ‘faits sociaux’.