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Case studies
The little emperor
In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996
Research papers
User acceptance of online-services
On the fast developing "Information Highway" market testing methods for the acceptance of Online Services will gain an increasing importance. While all services are using a graphic user interface (Windows) a real acceptance test can only be realized...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Anton Lohmann
Company: GfK
September 1, 1996
Research papers
Value dimensions
Since the late 1970s, there has been a growing interest in using value dimensions for the explanation of consumer behaviour. The present paper discusses these applications. The communication of findings and problems of maintaining stability in the...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Are Kvaerk, Flemming Hansen
Company: KANTAR TNS Malaysia
September 1, 1996
Research papers
Company strategies for social responsibility
Milton Friedman developed his theories regarding economics and politics in the seventies. These theories became influential in the eighties when both Reagan and Thatcher used Friedman's ideas to promote their economic reforms. Friedman was clear as...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Carl C. Rohde
September 1, 1996
Research papers
Recruitment criteria of focus groups
To guide the decision of whether or not to recruit participants with previous experience in attending group discussions, we summarize data from experimental research carried out since 1987 in Spain. The effect of participants' previous experience and...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amparo Pastor, Susana Rubio
September 1, 1996
Research papers
Consumer life-style and ethnocentrism
The objective of this paper is to investigate ethnocentric behavior of Azerbaijani and Kyrgyz consumers. Data for the study were collected through personal interviews in four districts of Bishkek-the capital city of Kyrgyzstan and Baku of Azerbaijan....
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Erdener Kaynak, Ali Kara
September 1, 1996
Research papers
Consumption values and brand attachment
This paper presents an exploratory qualitative investigation which aims to clarify the types of relationships consumers have with familiar products and brands and the extent to which this familiar "brandscape" can arouse attachment behaviour. The...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Benoit Heilbrunn
September 1, 1996
Research papers
Understanding from within
Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Debi Prokash Basu, Dipesh Chakrabarty
September 1, 1996
Research papers
