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Research papers

Do we really understand what consumers want?

This paper describes a research project that attempts to better understand the meaning of some words used frequently by consumers to describe automobiles. In conjunction with a leading UK motor manufacturer, the research set out to try and broaden...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Lorne D. McMillan
June 15, 1992
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Citation

McMillan, L. D. (1992a, June 15). Do we really understand what consumers want?. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/do-we-really-understand-what-consumers-want-


Research papers

Marketing to young consumers: Segmentation + life-style

Twenty years of daily work with 0-25 year-olds ( the new children's market is no longer defined according to the legal age of majority), within their different contexts (family, school, consumption, media,...) lead us to believe that: - Segmentation...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Joël-Yves le Bigot
June 15, 1992
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Citation

le Bigot, J. (1992a, June 15). Marketing to young consumers: Segmentation + life-style. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/marketing-to-young-consumers-segmentation-life-style


Research papers

Market research or market analysis?

This paper reviews the contribution that market research can make to the analysis of market prospects for videotelephony products and services. It argues that assessment of markets for technological innovations, like the videophone, requires a broad...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Stephen Connell
June 15, 1992
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Citation

Connell, S. (1992a, June 15). Market research or market analysis?. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/market-research-or-market-analysis-


Research papers

How to save media money in advertising

This is a practical paper which draws extensively from the experience gained over many years of continuously tracking TV advertising campaigns. The purpose of the paper is to demonstrate firstly how a new research-based approach can provide new...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Bruce E. Smith
June 15, 1992
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Citation

Smith, B. E. (1992a, June 15). How to save media money in advertising. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/how-to-save-media-money-in-advertising


Research papers

Brand development and brand equity

Most food and drink companies competing in the European markets of the 1990's see a challenge to exploit efficiently existing brand equities as well as to maximise the chances of success for new brands. The Quaker Oats company is present in Europe in...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Sandra Pickering, Jacques Blanchard
June 15, 1992
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Citation

Pickering and Blanchard (1992a, June 15). Brand development and brand equity. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/brand-development-and-brand-equity


Research papers

Laboratory price response measurement in testing new products

Finding the "right" price is one of the main problems of any marketing strategy. To solve this problem it is necessary to have information on the effects of price changes on demand, i.e. on the form of the price response function. To derive this...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Bernd Erichson, Karl-Ludwig Börtzler
June 15, 1992
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Citation

Erichson and Börtzler (1992a, June 15). Laboratory price response measurement in testing new products. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/laboratory-price-response-measurement-in-testing-new-products


Research papers

European television advertising and children

Children form a significant part of the television audience: for most children, television has become an integral part of their lives and in one way or another contributes to their development. Available statistics clearly show the importance of this...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Souné Wade
June 15, 1992
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Citation

Wade, S. (1992a, June 15). European television advertising and children. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/european-television-advertising-and-children


Research papers

The significance and value of fashion in the transition from childhood to adolescence

This paper takes its cue from research into the significance of consumption in adolescence. Specifically, the results of the research in question are presented in relation to the role and the significance of fashion in the choice and the purchase of...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Alessandro Paris
June 15, 1992
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Citation

Paris, A. (1992a, June 15). The significance and value of fashion in the transition from childhood to adolescence. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/the-significance-and-value-of-fashion-in-the-transition-from-childhood-to-adolescence


Research papers

The use of experimental design in monitoring brand equity

Traditionally, attitude research has been done by surveys rather than experiments. In part, this is a function of management regarding experiments as risky; they want certainty. This is unfortunate because experiments permit direct observation of...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Joel N. Axelrod
June 15, 1992
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Citation

Axelrod, J. N. (1992a, June 15). The use of experimental design in monitoring brand equity. ANA - ESOMAR. Retrieved March 29, 2026, from


https://ana.esomar.org/documents/the-use-of-experimental-design-in-monitoring-brand-equity