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Research papers

The importance of integrating the research supplier into the client's team, for optimum value

Competition among businesses is becoming fiercer and the stakes are getting higher. This competition has been accentuated by fewer barriers to entry for new competitors, increasingly thinner margins for many companies, and the increased reliance on...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Brian Fine, Serdar Avsar
September 19, 2004
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Citation

Fine and Avsar (2004a, September 19). The importance of integrating the research supplier into the client's team, for optimum value. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/the-importance-of-integrating-the-research-supplier-into-the-client-s-team-for-optimum-value


Research papers

Give research a chance

This paper examines the nature of marketing communications and the research mechanism allied to this area, and suggests that the essence of effective communications/communicating is seldom practiced by either marketeers or many researchers, in spite...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Neil McPhee
September 19, 2004
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Citation

McPhee, N. (2004a, September 19). Give research a chance. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/give-research-a-chance


Research papers

Becoming a preferred employer

This paper reports a case history where an employee loyalty measurement programme contributes to the strategic direction as well as tactical needs of Compass Group, the world's tenth largest employer.It demonstrates how a close partnership between...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Melanie Hipperson Jugdev, Jane Maxwell
September 19, 2004
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Citation

Jugdev and Maxwell (2004a, September 19). Becoming a preferred employer. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/becoming-a-preferred-employer


Research papers

Development and implementation of the commercial performance audit

For their eventual performance, many organisations rely hugely on the way in which client contact takes shape, i.e. on the shop floor, with a crucial role for the shop floor employee.Does the shop floor employee seize every opportunity to offer...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Wilfred Kik, Leo van Doorn
September 19, 2004
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Citation

Kik and van Doorn (2004a, September 19). Development and implementation of the commercial performance audit. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/development-and-implementation-of-the-commercial-performance-audit


Research papers

Market research: A new generation on the go

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer insight and enables sound business...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Corinne Rosinski
September 19, 2004
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Citation

Rosinski, C. (2004a, September 19). Market research: A new generation on the go. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/market-research-a-new-generation-on-the-go


Research papers

No calibration required

Using data from North America and Western Europe, the authors demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based on the medium the respondent uses (on-line or off-line).This...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ji-Hoon Dierckx, Greg Rogers
September 19, 2004
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Citation

Dierckx and Rogers (2004a, September 19). No calibration required. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/no-calibration-required


Research papers

Product relevance as basis for market defragmentation and strategic decision-making

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Jeroen Rietberg, Philip Bird
September 19, 2004
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Citation

Rietberg and Bird (2004a, September 19). Product relevance as basis for market defragmentation and strategic decision-making. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/product-relevance-as-basis-for-market-defragmentation-and-strategic-decision-making


Research papers

A roadmap for developing an integrated, audience-focused, market research-driven organisation

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures employed. Further, market research managers...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Don E. Schultz, David Haigh, Heidi F. Schultz
September 19, 2004
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Citation

Schultz, Haigh and Schultz (2004a, September 19). A roadmap for developing an integrated, audience-focused, market research-driven organisation. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/a-roadmap-for-developing-an-integrated-audience-focused-market-research-driven-organisation


Research papers

Achieving a strategic, integrated approach to corporate reputation measurement

This paper focuses on an integrated and holistic approach to reputation management.This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key studies to deliver strategically significant and...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Raymond Heath
September 19, 2004
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Citation

Heath, R. (2004a, September 19). Achieving a strategic, integrated approach to corporate reputation measurement. ANA - ESOMAR. Retrieved April 11, 2026, from


https://ana.esomar.org/documents/achieving-a-strategic-integrated-approach-to-corporate-reputation-measurement