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Research papers

New challenges to market researchers (German)

The following paper gives a summary of articles from papers, which are dealing with themes of management, marketing, market research and advertising. The various aspects are summarised in 10 statements. These statements will be taken into...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Heinz Alpers
June 15, 1982

Research papers

Real-life responses to TV commercials

By concentrating on viewers' attitudes and opinions, and their behaviour under artificial conditions, research on TV ads has overlooked what happens in people's homes during the commercial break. This paper argues for the use of video. It shows how...

Catalogue: ESOMAR Congress 1987
Author: Peter Collett
September 1, 1987

Research papers

The need for the integration of market potential and pricing micro-models

This paper has attempted to demonstrate the benefits of integrating two quite distinct modelling processes, each based on a micro-modelling philosophy. In particular, it has shown how early quasi test-market volume predictions (such as provided by a...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Rory P. Morgan, Julian R. Bond
June 15, 1988

Research papers

High tech test marketing

At the Campbell Soup Company, we are using the new technologies - UPC scanners at retail checkouts and individually targetable television - to maintain our new product track record. They produce a state of the art test marketing environment that...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: William B. Boundy (Jr.)
June 15, 1986

Research papers

From crunching numbers to adding value

The lack of entrepreneurial thinking and behaviour on the part of both suppliers and buyers is identified in various quarters as the central cause of the gap between client needs and the service provided in the research market. In order to bridge...

Catalogue: Seminar 1993: Marketing And International Research
Author: Jörg Pauli
June 15, 1993

Research papers

The shift to the era of the wired consumer

The lines are blurring among four huge industries: computers, consumer electronics, communications and entertainment. The relentless spread of digital electronics-converting information, sound, video, text, and images into a single stream of ones and...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?
Author: Edward O'Hara
January 1, 1997