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Research papers

The changing context for research

The first point is that the industry has continued, impressively, its worldwide growth. The most recent published estimate, by ESOMAR for the year 1997, puts the current value of research by market research institutes at 10.4 billion EURO, equivalent...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Colin McDonald, Phyllis Vangelder
September 1, 1998
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Citation

McDonald and Vangelder (1998a, September 01). The changing context for research. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/the-changing-context-for-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 May 23, 2024, from


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


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 May 23, 2024, from


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


Research papers

Business-to-business research

In the following paper we will touch on some important aspects of business-to-business research, highlighting in brief the key differential points vis-&-vis consumer research. The focus will be on the specific problems and requirements of research in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Walter Lulay
September 1, 1998
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Citation

Lulay, W. (1998a, September 01). Business-to-business research. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/business-to-business-research


Research papers

Research on the Internet

This chapter reviews the research environment of today and makes recommendations for the majority, in Internet language the ‘newbies'. If you are amongst the 1% of hard core enthusiasts (the digerati), this chapter will not seem very new....

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Karlan Witt, Ray Poynter
September 1, 1998
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Citation

Witt and Poynter (1998a, September 01). Research on the Internet. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/research-on-the-internet


Research papers

Advertising research

A company communicates with its consumers in many different ways: media, the product itself, its packaging, its display material, personal communication, public relations, advertising and information about sponsoring. Although many of the...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Flemming Hansen
September 1, 1998
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Citation

Hansen, F. (1998a, September 01). Advertising research . ANA - ESOMAR. Retrieved May 23, 2024, from


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


Research papers

Pricing research

This present chapter concentrates largely on ad hoc pricing research. Only a brief section on econometrics and simulated test markets is provided. In general, econometric techniques form a quite separate body, which cannot be adequately dealt with in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Chris Blamires
September 1, 1998
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Citation

Blamires, C. (1998a, September 01). Pricing research. ANA - ESOMAR. Retrieved May 23, 2024, from


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


Research papers

Communication of research results

The challenge of results presentation: achieve speed and clarity, without stripping out any important substance from the findings. The answer is conciseness, i.e. being short yet complete. Also important, is modesty, to present the results and the...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Yves Marbeau
September 1, 1998
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Citation

Marbeau, Y. (1998a, September 01). Communication of research results . ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/communication-of-research-results-


Research papers

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Feldwick
September 1, 1998
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Citation

Feldwick, P. (1998a, September 01). Brand research. ANA - ESOMAR. Retrieved May 23, 2024, from


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