Abstract:
It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist and as a stimulus for new ideas. Such research will become increasingly relevant, as trends change more quickly, and similar surveys, outside the United States, will fulfil a necessary role.
Research Papers
The contribution of research to long-term capital decisions
Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: David Zelkowitz
 
June 15, 1983
Research Papers
Cultural values in market and opinion research
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Hans L. Zetterberg
 
September 1, 1998
Research Papers
The $800 billion gold mine
Catalogue: Seminar 1991: The Over 50's In The 90's
Author: Albert J. Yesk
 
June 15, 1991
