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Research papers

Segmenting and constructing markets

The purpose of this chapter is to provide an outline of some prominent issues in the area. There is particular emphasis upon marketing considerations and applications. The marketing man can be faced nowadays with bewildering volumes of data, gathered...

Catalogue: Consumer Market Research Handbook
Author: Tony Lunn
August 1, 1986
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Citation

Lunn, T. (1986a, August 01). Segmenting and constructing markets. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/segmenting-and-constructing-markets


Research papers

Introduction

The role of market research is to make marketing operations more efficient and profitable, by improving the quality of planning and decision taking. This is the only way in which market research can justify itself. The following chapters, therefore,...

Catalogue: Consumer Market Research Handbook
Author: John Downham
August 1, 1986
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Citation

Downham, J. (1986a, August 01). Introduction. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/introduction-2865


Research papers

Market modelling

Modelling is a diverse and complex area. It is also a controversial one. For more than two decades, researchers have developed and adapted models of widely differing kinds, ranging from econometric systems designed to forecast changes at the global...

Catalogue: Consumer Market Research Handbook
Authors: Chris Blamires, David Seaman, Tony Lunn
August 1, 1986
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Citation

Blamires, Seaman and Lunn (1986a, August 01). Market modelling. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/market-modelling


Research papers

Market research in the financial field

Financial market research covers two main types of work: (a) Survey research tor financial institutions among audiences of relevance to them. This includes surveys among customers, both personal and corporate, and potential customers of banks,...

Catalogue: Consumer Market Research Handbook
Authors: John F. Swift, Roger J. Stubbs
August 1, 1986
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Citation

Swift and Stubbs (1986a, August 01). Market research in the financial field. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/market-research-in-the-financial-field


Research papers

Editing, coding and processing of market research data

In earlier chapters techniques have been described for obtaining market research data. These techniques provide raw disaggregated data. Before this can be used it must be converted from its raw state into finished tabulations. These show the findings...

Catalogue: Consumer Market Research Handbook
Author: Geoffrey W. Roughton
August 1, 1986
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Citation

Roughton, G. W. (1986a, August 01). Editing, coding and processing of market research data. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/editing-coding-and-processing-of-market-research-data


Research papers

Multivariate analysis of market research data

Most multivariate techniques require an immense number of calculations which, whilst not beyond the resources of clerks and adding machines, are more quickly and economically carried out by computer. It is not my intention in this chapter to dwell at...

Catalogue: Consumer Market Research Handbook
Author: C. Holmes
August 1, 1986
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Citation

Holmes, C. (1986a, August 01). Multivariate analysis of market research data. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/multivariate-analysis-of-market-research-data


Research papers

Research for new product development

It would be convenient, not only for the purposes of this chapter but also for marketing companies generally, if new products were developed by a logical step-by-step approach by surmounting a succession of hurdles which remained constant from...

Catalogue: Consumer Market Research Handbook
Author: Colin Greenhalgh
August 1, 1986
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Citation

Greenhalgh, C. (1986a, August 01). Research for new product development. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/research-for-new-product-development


Research papers

Trade research

Trade research is a collective term for a series of specially developed techniques serving the needs and objectives of marketing management at the various stages of the distribution network. Just as the elementary methods of consumer research have...

Catalogue: Consumer Market Research Handbook
Authors: Gill Welch, Brian C. Pymont
August 1, 1986
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Citation

Welch and Pymont (1986a, August 01). Trade research. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/trade-research


Research papers

Panel research

This chapter is concerned with panels. Like so many common English words placed in a market research context, its special research meaning is entirely familiar to the practitioners and confusing to the layman. Its nearest common meaning is a list of...

Catalogue: Consumer Market Research Handbook
Author: John Parfitt
August 1, 1986
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Citation

Parfitt, J. (1986a, August 01). Panel research. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/panel-research