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Research papers

Getting to the future faster

The philosophy behind the Delphi Technique for forecasting is to gather a group of experts all of whom have different perspectives on the issue being studied. Through a series of iterative surveys and discussions the learning of the group is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Alecia S. Helton
September 1, 1998
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Citation

Helton, A. S. (1998a, September 01). Getting to the future faster . ANA - ESOMAR. Retrieved December 25, 2025, from


https://ana.esomar.org/documents/getting-to-the-future-faster-


Research papers

Government and social research

Research used to describe or understand a situation is the general topic of this section. Government and other social research is embedded into a setting which includes market modelling, brand equity, media audience research, financial research,...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Peter Mohler
September 1, 1998
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Citation

Mohler, P. (1998a, September 01). Government and social research . ANA - ESOMAR. Retrieved December 25, 2025, from


https://ana.esomar.org/documents/government-and-social-research-


Research papers

Market research and democracy

This chapter addresses the critical question of how market research can develop at a point in time when more and more consumer consultation mechanisms are being developed. The question we face is whether market research as a discipline will be...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Peter Cooper
September 1, 1998
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Citation

Cooper, P. (1998a, September 01). Market research and democracy. ANA - ESOMAR. Retrieved December 25, 2025, from


https://ana.esomar.org/documents/market-research-and-democracy


Research papers

Marketing to men in the millennium

This paper deals with the issues and questions of foreseeing the future and forecasting men's behaviour and attitudes. Specifically it presents the way we can use the input of the latest global RIO (Research International Observer) project to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Panos Assiotis, David Jones
September 1, 1998
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Citation

Assiotis and Jones (1998a, September 01). Marketing to men in the millennium. ANA - ESOMAR. Retrieved December 25, 2025, from


https://ana.esomar.org/documents/marketing-to-men-in-the-millennium


Research papers

Measuring the true value of brands

This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Julie Bevan, Trevor Richards
September 1, 1998
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Citation

Bevan and Richards (1998a, September 01). Measuring the true value of brands . ANA - ESOMAR. Retrieved December 25, 2025, from


https://ana.esomar.org/documents/measuring-the-true-value-of-brands-


Research papers

Media research

The objectives for users of media research are to optimise, qualitatively and quantitatively, the transmission of the advertising message.

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Dina Raimondi
September 1, 1998
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Citation

Raimondi, D. (1998a, September 01). Media research. ANA - ESOMAR. Retrieved December 25, 2025, from


https://ana.esomar.org/documents/media-research-5326


Research papers

Multivariate analysis of survey data

A chapter such as this can only scratch the surface in terms of informing the reader what techniques are available, what they do, how they do it, and what are the pitfalls, so it must be seen as purely introductory. Nevertheless, it attempts to...

Catalogue: Consumer Market Research Handbook
Author: Ken Baker
September 1, 1998
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Citation

Baker, K. (1998a, September 01). Multivariate analysis of survey data. ANA - ESOMAR. Retrieved December 25, 2025, from


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


Research papers

Financial research

The spectacular growth in financial marketing research over the last twenty five years has pushed it into a prominent place among the types of marketing research undertaken worldwide. After a relatively late start in the early 1970s, it began to take...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Peter Bartram
September 1, 1998
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Citation

Bartram, P. (1998a, September 01). Financial research. ANA - ESOMAR. Retrieved December 25, 2025, from


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


Research papers

Foreword

ESOMAR, as the leading worldwide association of research professionals, considers it necessary to provide an overview of the state-of-the-art of the research industry at regular intervals. This helps build common frames of reference, both for curious...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Mario van Hamersveld
September 1, 1998
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Citation

van Hamersveld, M. (1998a, September 01). Foreword. ANA - ESOMAR. Retrieved December 25, 2025, from


https://ana.esomar.org/documents/foreword-5306