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Research papers
New cultural maps for the 90's
RISC is monitoring social change in most developed countries in the world to service multi-national marketing operators and institutions. A yearly survey on 2.500 people by country provides a regular evaluation of the social and consumer trends that...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Larry Hasson, Michel Ladet
Company: RISC S.A.
September 1, 1994
Research reports
ESOMAR Annual Market Study 1993
This current report covers the 1993 market statistics. For the sixth year in succession ESOMAR has compiled a report on the market statistics. These would include market research market size and structure, together with a profile of the types of...
Catalogue: Global Market Research
Author: ESOMAR B.V.
September 1, 1994
Research papers
Random individual samples within households or how inadequate methodologies lead to a waste of time and money
This paper demonstrates that those random procedures for selecting individuals in households will lead to enormous shortcomings in the representativeness of the individual sample while the agencies will need a second or third wave to obtain a minimum...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Theo Hess
Company: NIPO
September 1, 1994
Research papers
Is the tail of market research wagging the dog?
In the 1980/90s, with the development of evermore sophisticated computers and software packages, Market Research has moved itself into an industry that is more concerned with the accuracy of predicting the value of Events than with, what Market...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Martin C. van Herk
September 1, 1994
Research papers
Long-term, in-depth market analyses based on media market studies
In practically all countries that are oriented towards the market economy, media coverage and the composition of media users are ascertained on a regular basis within the framework of ambitious research projects. Along with detailed demographic...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1994
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
