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Research papers

The contribution of research to long-term capital decisions

At Philip Morris we are convinced that market research is an important strategic management tool. But, as with any tool, its effectiveness is largely dependent upon the skill of the user.

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: David Zelkowitz
June 15, 1983
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Citation

Zelkowitz, D. (1983a, June 15). The contribution of research to long-term capital decisions. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-contribution-of-research-to-long-term-capital-decisions


Research papers

The role of research in strategic planning for a multi-national pharmaceutical company

The main aim of this paper is to focus on the role of research in strategic planning for a drug company, taking a particular programme of surveys amongst doctors as an example of the contribution which research can make.

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: David S. Mitchell
June 15, 1983
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Citation

Mitchell, D. S. (1983a, June 15). The role of research in strategic planning for a multi-national pharmaceutical company. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-role-of-research-in-strategic-planning-for-a-multi-national-pharmaceutical-company


Research papers

The winning marketing strategy of a Japanese company in a tough environment

After a brief history of marketing in Japan, the market environment and the strategy of Japanese companies in 1983 is discussed, as the first subject of the presentation. Japanese marketers believe that innovative product development is the most...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: Shoji Murata
June 15, 1983
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Citation

Murata, S. (1983a, June 15). The winning marketing strategy of a Japanese company in a tough environment. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-winning-marketing-strategy-of-a-japanese-company-in-a-tough-environment


Research papers

Towards an integrated set of models for describing consumer preferences and for supporting marketing decisions for beer products

Flavour plays a key role in the market acceptance of all food and beverage products, and especially in the market acceptance of beer. This paper describes a program of research being undertaken by a major international brewer to develop an integrated...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Al C. Farrell, H. J. Halls, George Alex Whitmore
June 15, 1983
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Citation

Farrell, Halls and Whitmore (1983a, June 15). Towards an integrated set of models for describing consumer preferences and for supporting marketing decisions for beer products. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/towards-an-integrated-set-of-models-for-describing-consumer-preferences-and-for-supporting-marketing-decisions-for-beer-products


Research papers

Videotex: A new means of service and communication (French)

The experiment proposed by Direction Generale des Telecommunication to 180 advertising companies ended in January 1983. Such a first experiment is heralding others more or less ambitious of the same kind, which is why it is now interesting to draw...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Anne Pugnet
June 15, 1983
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Citation

Pugnet, A. (1983a, June 15). Videotex: A new means of service and communication (French). ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/videotex-a-new-means-of-service-and-communication-french-


Research papers

The patient's input

A number of changes in society, technology and the way people use health care facilities, are leading to a greater recognition of the strong influence patient decision making can have on the fortunes of the industry. Examples are quoted to illustrate...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Author: Philip D. Barnard
June 15, 1983
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Citation

Barnard, P. D. (1983a, June 15). The patient's input. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-patient-s-input


Research papers

Technology, the family, and consumer behavior

The purpose of this paper is to propose that consumer research can contribute even more if some efforts were to be spent - by researchers and corporate managers alike - on observing how consumers interact with technology, that is to say, with the...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: Franco M. Nicosia
June 15, 1983
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Citation

Nicosia, F. M. (1983a, June 15). Technology, the family, and consumer behavior. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/technology-the-family-and-consumer-behavior


Case studies

An evaluation of experimental field research

The purpose of our paper is to evaluate the application potential of experimental research, especially experimental field research, from the viewpoint of marketing decision making. On the one hand we try to demonstrate extensively some general and...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Matti Ahtomies, Uolevi Lehtinen
June 15, 1983
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Citation

Ahtomies and Lehtinen (1983a, June 15). An evaluation of experimental field research. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/an-evaluation-of-experimental-field-research


Research papers

Choosing a country for a holiday

This paper sets out to examine the process by which people select the country in which they spend their holiday. While price and accessibility are important determinants of a country's popularity they are no more than first hurdles in the race for...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Authors: Christine Gray, Marion Herbert
June 15, 1983
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Citation

Gray and Herbert (1983a, June 15). Choosing a country for a holiday . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/choosing-a-country-for-a-holiday-