Abstract:
Brand consciousness, qualify differentiation, emotional and aesthetic desires in the field of consumptionâare these things out of place today in a time which regards as decisive the rational consumer who only wishes to be "informed", who only wants to be convinced by objective arguments? The assumption that this is the case has occasionally been derived from very rough--if not completely insufficientâresearch approaches. This contribution reports on valid techniques of measurement, on the findings which they have led to, and on whether they can be verified by subjective information on past and future behavior.
Research Papers
Long-term, in-depth market analyses based on media market studies (German)
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1994
Research Papers
Providing guidance for decisions regarding labor market policy: The influence growing scepticism of technology has upon the choice of engineering as a field of study (German)
Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Rüdiger Schulz
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1983
Research Papers
A method for improving the results of primary investigation by including the reasons for non-response in sample design and weighting (German)
Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Christian von der Heyde
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
August 1, 1975
