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Research papers
Breaking the mould
This paper describes work that has been carried out to empirically demonstrate the benefits of multi-media CAPI interviewing to the advertising process and to brand management. It draws on both previously published research and new research.
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Mike Denny, Kevin Ford, Jon Wilkins
September 1, 1997
Research papers
It is time we started using statistics!
In recent years development has concentrated, almost exclusively, on the application of new technology for improving efficiency of processing and speed of results in survey research. With CATI and CAPI, overnight results of surveys are now possible....
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Jeremy Wyndham, Richard W. Goosey
September 1, 1997
Research papers
The way ahead
The introduction of multimedia CAPI is set to revolutionise market research industry. This paper demonstrates some of the many benefits of this new technology that can be applied to clientsâ research problems and draws on results we have already...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Gerry Hahlo, Helen Lythgoe
September 1, 1997
Research papers
Understanding tomorrow's markets today
Emerging markets of Asia will be a major driver of corporate growth in the new millennium, and represent unique marketing strategy and market research challenges. There is a crisis of confidence in the ability of market research to support decision...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1997
Research papers
Using neural networks to put customer satisfaction data into action
Customer satisfaction analyses often suffer from the fact that it is difficult to compress the large amount of gathered data material into relevant, concrete action recommendations for decision makers, whereby the practical significance and operative...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Klaus Stadtler, Thomas Liehr
Company: Burke, Inc.
September 1, 1997
Research papers
Information and research based on multimedia simulation
This paper presents a new method of self-administered surveying which enhances information gathering on new and innovative services and products by accelerating the phase providing information on the offering and by simulating possible uses with the...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Veronique Beillan, Isabelle Blot
September 1, 1997
Research papers
Interactive modelling and decision calculus on the World Wide Web
The paper suggests and illustrates a framework for interactive marketing model building on the Internet. It integrates the âdecision calculusâ model building philosophy. Graphical instruments to capture judgmental market response...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Francis Salerno, Mihai Calciu
September 1, 1997
Research papers
Public opinion measurement
This paper presents the way in which content analysis of the Europe-wide written press and television can be applied to study trends in public opinion and in market development, and to evaluate the success of communication policies. The first part...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Ton Broeders, Anna Melich
September 1, 1997
Research papers
