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Karin Busch Zetterberg

Karin Busch Zetterberg is a Swedish sociologist, educated at the universities of Uppsala, Tübingen, Leicester och Stanford. She has been the managing director of the well-known research firms Sifo Samhälle AB and Demoskop AB. She is now a partner in ValueScope AB.

Karin Busch Zetterberg has been active in the affairs of market research both in her native Sweden and internationally. She has been a board member (1989-94) of ESOMAR (The European Society for Opinion and Marketing Research).

She has trained many market researchers, among others through her courses in market research at the City University in Stockholm.

Karin Busch Zetterberg has written numerous texts based on interview surveys. The latest done at ValueScope AB are:

Hans L Zetterberg

Professor Hans L Zetterberg has taught sociology at Columbia University in The City of New York and at Ohio State University. He has also been a publisher of scholarly books (Bedminster Press), the chief executive of a big foundation (The Tri-Centennial Fund of the Bank of Sweden), a long-time pollster and market researcher (Sifo AB), and the editor-in-chief of a large newspaper (Svenska Dagbladet).

You can access some of his writing in his web archive www.zetterberg.org

At present Hans L Zetterberg devotes most of his empirical research to the worldwide study of values. Most of his theoretical efforts go into his version of general social science, The Many-Splendored Society (on line manuscript in making).

In 1997 Richard Swedberg and Emil Uddhammar edited a volume Sociological Endeavor of Zetterberg's scholarly writings from the 1950s to the 1990s with an introduction of Seymour Martin Lipset, published by City University Press in Stockholm and Transaction Press in New Brunnswick NJ.

Chapter 9, of Sociological Endeavor, "The Study of Values" contains the theoretical foundation for the model of value research used by ValueScope AB,  a company owned by Zetterberg and his wife Karin Busch.