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Research papers
A calculated risk
This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision- oriented information. The authors first review the existing literature on game-theoretic applications and...
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Andy Dexter, Jonathan Fletcher
Company: DVL Smith Ltd
September 1, 1999
Research papers
Talking is understanding
This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints...
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen
September 1, 1999
Research papers
Introduction
The international marketing of brands, as opposed to the international trading of branded goods, and the research to support that marketing function, is a relatively new discipline. The fifties and sixties saw it emerge as a specific industry sector,...
Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Mary Goodyear
September 1, 1999
Research papers
The shock of the new
In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers evaluate how if at all such technological...
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Andy Barker, Clive Nancarrow
September 1, 1999
Research papers
Using customer opinions to improve operations of a multinational company
This case history from a successful manufacturing company shows how basic corporate principles and culture are carried into and depend on survey research. The paper describes how qualitative and quantitative measures from face-to-face interviews...
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Stephen Connell, Kurt Engelvuori
September 1, 1999
Research papers
Traditional VS. new millenium distribution channels
This paper provides attitudinal information collected from mutual fund investors in the United States and Europe regarding various traditional and emerging distribution channels. The author proposes that channels be redefined according to whether...
Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research
Author: Marcia Selz
September 1, 1999
Research papers
An international comparative approach to environmental public opinion
Using Environicsâ global database resulting from its 1998 International Environmental Monitor survey (involving over 30 interviews across thirty countries representing 68% of the world's population) the authors undertook a segmentation analysis...
Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Doug Miller, David Jamieson
Company: IRIS Network
September 1, 1999
Research reports
Towards global guidelines for television audience measurement
This document has, therefore, been designed to answer the many needs of a wide variety of user groups. Directed towards the whole of the international community, it endeavours to recognise both similarities and differences which exist across national...
Catalogue: ESOMAR Codes And Guidelines
Author: Audience Research Methods (ARM) Group
September 1, 1999
Research papers
