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Research papers
Editing, coding and processing of market research data
In earlier chapters techniques have been described for obtaining market research data. These techniques provide raw disaggregated data. Before this can be used it must be converted from its raw state into finished tabulations. These show the findings...
Catalogue: Consumer Market Research Handbook
Author: Geoffrey W. Roughton
August 1, 1986
Research papers
Multivariate analysis of market research data
Most multivariate techniques require an immense number of calculations which, whilst not beyond the resources of clerks and adding machines, are more quickly and economically carried out by computer. It is not my intention in this chapter to dwell at...
Catalogue: Consumer Market Research Handbook
Author: C. Holmes
August 1, 1986
Research papers
Research for new product development
It would be convenient, not only for the purposes of this chapter but also for marketing companies generally, if new products were developed by a logical step-by-step approach by surmounting a succession of hurdles which remained constant from...
Catalogue: Consumer Market Research Handbook
Author: Colin Greenhalgh
August 1, 1986
Research papers
Trade research
Trade research is a collective term for a series of specially developed techniques serving the needs and objectives of marketing management at the various stages of the distribution network. Just as the elementary methods of consumer research have...
Catalogue: Consumer Market Research Handbook
Authors: Gill Welch, Brian C. Pymont
August 1, 1986
Research papers
Panel research
This chapter is concerned with panels. Like so many common English words placed in a market research context, its special research meaning is entirely familiar to the practitioners and confusing to the layman. Its nearest common meaning is a list of...
Catalogue: Consumer Market Research Handbook
Author: John Parfitt
August 1, 1986
Research papers
Developing an international advertising strategy for Johnnie Walker red label
The paper describes the preliminary research carried out and the thinking that prompted it. It goes on to discuss, specifically, the evolution of an advertising 'matrix' for use on a global marketing basis and how one element of it, the famous...
Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Monika Bhaduri
Company: Burke, Inc.
June 15, 1986
Research papers
Dutch savings bank on their way to a national identity
At present there are 35 wholly independent Spaarbanken in the Netherlands. "Spaarbanken" mean savings banks, but in this case the stress is laid upon the name "Spaarbanken" and therefore we will keep using this name in our paper.) In spite of several...
Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Evert W. H. Lammers
June 15, 1986
Research papers
Finding the secret formula that can sell a brand worldwide
In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...
Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Margaret Holmes, Martin West
June 15, 1986
Research papers
