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Research papers
Positioning one thousand brands in their respective markets
The Market Radar is a new and efficient way to link market research with marketing. It answers a key question in research: Who is the buyer? By doing that it demonstrates the position of a brand or service and allows for efficient marketing planning....
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Werner Wyss
Company: DemoSCOPE
September 1, 1994
Research papers
Research on tap
This paper discussed the relationship between a research buyer, Yorkshire Water, and a research provider, Robertson Bell Associates (RBA) Limited. It explores how this relationship has developed over time, and at how a flexible approach has been...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Christina Bennett, Paul Vittles
September 1, 1994
Research papers
Advertising for brand maintenance
In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard
September 1, 1994
Research papers
Company market research departments
At this time of recession, it is more common to hear of reductions than of expansion in company research departments. It seemed an appropriate time to conduct a quantitative study among major European companies to discover whether this is a general...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Margaret Holmes
September 1, 1994
Research papers
The value of research
Technological developments and market factors have caused or stimulated strong growth in most Western economies in recent times. Over the years, the level of market research activity in different directions has also increased considerably. With...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Bert Van Herberg, Mario van Hamersveld
Company: Philips International
September 1, 1994
Research papers
Accountability for actioning results
The authorâs main proposition is that market research is of limited value unless steps are taken to develop the market research remit, client side. This should embrace joint accountability for post survey analysis work in addition to primary...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Mark D. Bullard
September 1, 1994
Research papers
Building universal brand equity
This paper compares the nature of the response to advertising in different parts of the world. The paper shows that people's reactions to advertising are a normal part of every individualâs repertoire of response behavior employed in all manner...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Michael F. Cramphorn
September 1, 1994
Research papers
Utilising continuous panels for qualitative research
This paper describes the methodology involved in what we have called the "Continuous Qualitative Panel". The tool is a result of the combination of different research techniques, such as individual interviews, group sessions, consumer panels, market...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Eduardo Garcia, Roberto Castro
September 1, 1994
Research papers
