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This paper examines the development of the Internet as its relates to marketing and the role of online customer research. It looks at the changing relationship between marketer and customers, the impact of virtual communities, the development of...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: David Pring

September 1, 1997

Fuzzy segmentation

Segmentation plays an important role in marketing research. Techniques used implementing segmentation so far only differ from each other in details. Seeking sharp boundaries between segments is the most common handicap of these techniques. In...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Erkani Keyman

September 1, 1997

The contribution of C. G. Jung to qualitative studies

The principles of C. G. Jung applied to the qualitative studies.

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Jean Dupuis

September 1, 1997

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Alan Branthwaite, Rosi Ware

Company: KANTAR TNS Malaysia

September 1, 1997

Business, spirituality and the new millennium

This paper traces and explains the interrelationship of three important fin de siecle phenomena as they are occurring in North America: 1) the intensification of socio-psychological responses to the end of the second millennium and the approaching...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Hazel Kahan

September 1, 1997

ESOMAR Annual Market Study 1996

This report, that covers the 1996 market statistics, is the ninth annual report published by ESOMAR, is based mainly on information supplied by national market research trade associations, and on estimates provided by ESOMAR National Representatives...

Catalogue: Global Market Research

Author: ESOMAR B.V.

September 1, 1997

Interactive PC technology in consumer panel research

The paper describes the evolution the ACNielsen Household Panel has undergone in the recent past, moving from a traditional collecting method to a technology-intensive method that integrates different tools. An example of possible applications is...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Jennifer Hubber, Renato Mannheimer

Company: Nielsen

September 1, 1997

Mapping cultural values for global marketing and advertising

In the globalization debate the argument is that countries will converge with respect to cultural values. This paper demonstrates that the more countries converge with respect to income, the more they diverge with respect to the manifestation of...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Marieke de Mooij

September 1, 1997

Natural language processing

This paper highlights the techniques of natural language processing (NLP) and its applications in survey research, particularly in verbatim text coding and data mining report generation. A prototype system called Codia was developed to incorporate...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Josef Leung, Ching-Long Yeh

Company: Nielsen

September 1, 1997