Mr. Mark R. C. Lovell is a research consultant in Canada. Born in England, he was educated at Cambridge University, and moved to Canada in 1976. A Canadian citizen since 1979, he has combined writing with marketing research. He has his own consultancy, conducting in-depth interviews and group discussions across Canada (in French and English) and in the USA.
Chapter 11: European Developments in Psychographics
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Chapter 11 of Life Style and Psychographics
Lovell begins by reviewing previous European ventures into life style and psychographics research. He then discusses in detail a large scale life stud in which he was personally involved. The main goal is to get a clear understanding of the main factors that influence the success and failure in life style research.