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Research papers

The growth of market research in Asia and effects of globalization

This paper estimates the size of the market research industry and relates size and growth of the industry to (.DP, C.NP per capita and to the advertising industry with comparisons from developed countries in Europe and elsewhere. Analysis has shown...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: John Smurthwaite, Henri Wallard
Company: KANTAR TNS Malaysia
June 15, 1998
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Citation

Smurthwaite and Wallard (1998a, June 15). The growth of market research in Asia and effects of globalization. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/the-growth-of-market-research-in-asia-and-effects-of-globalization


Research papers

Construction of otherness via cross-cultural advertising

This paper focuses on the question of semiotics of brand communication. Lotman's’ concept of semiosphere and three types of semiotic relations between imagined our brand and other brands, hindering the brand's acceptance in particular market,...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Triin Vihalemm
Company: KANTAR TNS Malaysia
November 1, 1997
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Citation

Vihalemm, T. (1997a, November 01). Construction of otherness via cross-cultural advertising. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/construction-of-otherness-via-cross-cultural-advertising


Research papers

Enhancing the flow of meaning across cultural borders of mind and land

This paper examines some nine qualitative procedures intended to increase the meaningfulness of qualitative data obtained from diverse cultures. These devices are not new or unfamiliar. This paper makes a case for using these tools more deliberately...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Priya Tandan
Company: KANTAR TNS Malaysia
November 1, 1997
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Citation

Tandan, P. (1997a, November 01). Enhancing the flow of meaning across cultural borders of mind and land. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/enhancing-the-flow-of-meaning-across-cultural-borders-of-mind-and-land


Research papers

European children talk about animated cartoons

This joint research project was conducted by Millward Brown in four European countries (Italy, the United Kingdom, the Netherlands and France) in March 1997 on a total sample of 100 children aged 6 to 12 years, all of whom watch television every day....

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Andrea Bielli, Licia Brembati, Daniela Piccone
Company: KANTAR TNS Malaysia
October 22, 1997
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Citation

Bielli, Brembati and Piccone (1997a, October 22). European children talk about animated cartoons. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/european-children-talk-about-animated-cartoons


Research papers

Alternative qualitative methodologies

This paper considers a broad range of qualitative methodologies currently being used, other than traditional groups/depth interviews, and examines how popular they are nowadays with both client buyers and agency practitioners alike. Additionally, the...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Sue Redfern, Jennie Maitland, Tracey White
Company: KANTAR TNS Malaysia
September 1, 1997
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Citation

Redfern, Maitland and White (1997a, September 01). Alternative qualitative methodologies . ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/alternative-qualitative-methodologies-


Research papers

From pencil to PEN

This paper is about Computer Assisted Personal Interviewing (CAPI) and in particular looks at one technology - the pen computer - and its application and use in the largest market research company in the United Kingdom. The purpose of this paper is...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Bill Blyth, Greg Smith
Company: KANTAR TNS Malaysia
September 1, 1997
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Citation

Blyth and Smith (1997a, September 01). From pencil to PEN. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/from-pencil-to-pen


Research papers

Brands, retailers and consumers

Within Britain the dominance of leading supermarket chains continues to grow, as does the market share of own label brands. A new study shows generally favourable consumer attitudes towards these products. As a result, premium brands are widely...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Judith Passingham, Stephan Buck
Company: KANTAR TNS Malaysia
September 1, 1997
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Citation

Passingham and Buck (1997a, September 01). Brands, retailers and consumers . ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/brands-retailers-and-consumers-


Research papers

Cinderella and the pumpkin

This paper is about the main factors that determine a brand’s long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Jean-Paul Frappa, Dominique Saint-Paul
Company: KANTAR TNS Malaysia
September 1, 1997
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Citation

Frappa and Saint-Paul (1997a, September 01). Cinderella and the pumpkin . ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/cinderella-and-the-pumpkin-


Research papers

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alan Branthwaite, Rosi Ware
Company: KANTAR TNS Malaysia
September 1, 1997
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Citation

Branthwaite and Ware (1997a, September 01). Music in advertising. ANA - ESOMAR. Retrieved October 13, 2025, from


https://ana.esomar.org/documents/music-in-advertising