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Research papers
Marketing research in complexity
Complexity, in the past decade, found itself a seemingly large research area in bio-sciences (genetics, artificial life), physics, engineering, mathematics, computer sciences, economics and even in social sciences and politics. The mathematical tools...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Akin Alyanak, Erkani Keyman
September 22, 2002
Research papers
A step forward in understanding shoppers using segmentation techniques
This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Roger Allford, Caroline Ward, Natalie Evans
Company: Procter & Gamble
September 22, 2002
Research papers
Research can be innovative too
This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Richard Herbert, Mahmoud Aboul-Fath
Company: Procter & Gamble
September 22, 2002
Research papers
Managing the diffusion of innovation
One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Clive Nancarrow, Martin Oxley
September 22, 2002
Research papers
Building holistic relationship communication programs in an interactive marketplace
This paper provides a comprehensive framework for a new communication process model where company and consumer perspectives are considered as co-equivalent parts of a relationship communication system. It is based on the notion that in 21st century...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Don E. Schultz, Kirsti Lindberg-Repo
September 22, 2002
Research papers
The impact of consolidation on the research industry
This paper examines changes in ownership concentration in the research industry, using market share as a metric. It first examines changes in the aggregate share held by the largest companies, both globally and in major markets. It then identifies...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Author: Michael Mitrano
Company: Transition Strategies Corporation
September 22, 2002
Research papers
