...Wolfgang Messner Purpose While English is the most commonly used language for market research, surveys and customer feedback in India, it does not reach the subcontinent’s entire population. Therefore, many questionnaires are bilingual, offering the respondent a choice between English...

... of these issues leads us to questions of attitude and self‐perception. While self‐fulfilling role definitions (“gut instinct”, “I can manage anything based on my experience and intelligence”) are influential, cultural antecedents also play a role. For instance, the market research industry itself in India...