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Research papers
Computer assisted interviewing in a face to face situation
After the introduction of CATI and other computerised data collection methods, personal interviewing became somewhat neglected and, consequently, was believed to be less efficient. With computer assisted interviewing in a face-to-face situation,...
Catalogue: ESOMAR Congress 1987
Authors: Robbert D. W. Baden, Elzo M. Boerema, Emiel P. M. Bon
Company: NIPO
September 1, 1987
Research papers
Thresholds in brand awareness
Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some...
Catalogue: ESOMAR Congress 1987
Authors: Gilles Laurent, Jean-Nöel Kapferer
Company: IFOP
September 1, 1987
Research papers
The stimulation of the right side of the brain in market and brand image research
This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of...
Catalogue: ESOMAR Congress 1987
Author: Hubert Jaoui
September 1, 1987
Research papers
New market research instruments through the application of high technologies
This presentation shows to what extent "High Technologies" are utilised in the various fields of market research. Obviously the two most important areas, namely Ad-hoc Research and Panel Research have obtained important impulses by applying advanced...
Catalogue: ESOMAR Congress 1987
Author: Heinrich A. Litzenroth
Company: GfK
September 1, 1987
Research papers
Perceived polarity in retailing
According to Davidson, this polarity was structured along a single axis opposing mass merchandising and highly specialised boutiques with "conventional and often non programmed single line stores" in between. Such a polarity could be observed for...
Catalogue: ESOMAR Congress 1987
Author: Marc Filser
September 1, 1987
Research papers
Whither business-to-business research
A postal survey was carried out among 519 agencies in Europe listed in the ESOMAR 1985/86 handbook and 60 IMRA agencies who do not have an ESOMAR member. 1. 114 of the 170 ESOMAR member agencies who returned a questionnaire conduct some business to...
Catalogue: ESOMAR Congress 1987
Author: Johan Aucamp
September 1, 1987
Research papers
Electronic shopping
In my paper two vital distinctions are made; the distinction between shopping on the one hand and paying on the other the distinction between home access and public access systems. Following this the paper can be divided in four parts. The paper has...
Catalogue: ESOMAR Congress 1987
Author: Janny N. Lok
September 1, 1987
Research papers
Abbreviated simulated test markets as advertising pretesting tools (German)
Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as...
Catalogue: ESOMAR Congress 1987
Author: Jörg Rehorn
September 1, 1987
Research papers
