Abstract:
This paper discusses the use of âsimulation technology' (multimedia simulation systems) in marketing research for the publishing industry it starts from an investigation of the concept and the essential features of simulation and shows how modern technology has greatly enhanced its use as a tool of marketing research. The paper stresses the fundamental differences between marketing research for the publishing industry and more general research and shows why simulation technology is particularly recommended in this field. An illustration of (the Itaca research method adopted by the authorsâ institute is followed by more general observations on the importance of multimedia research systems in this industry. A case study illustrating the practical application of this research method to the new launch of a monthly maga/iue is then provided. Finally the authors briefly discuss what the future may hold.
Research Papers
Information acceleration
Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Roberta Chicos, Eric Almquist
 
September 1, 1996
Research Papers
Multi media effects: Synergy between television, tv magazine and newspaper ads?
Catalogue: Seminar 1990: The Quality Of Media Information
Author: Leendert van Meerem
 
June 15, 1990
Research Papers
Media research
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Dina Raimondi
 
September 1, 1998
