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Research papers
Small is beautiful, but difficult
In this paper it is argued that the solution to the problem of how to conduct effective research for small businesses lies not just in improved techniques, but also in redefining the market researcherâs role. It is argued that market research...
Catalogue: ESOMAR Congress 1989
Author: David Smith
Company: DVL Smith Ltd
September 1, 1989
Research papers
Advertising effectiveness and marketing productivity where the market cannot afford too much electronic wizardry: The experience of creating and running a single source panel in India
Electronic technology has introduced the personal TV meter and product pack scanning and other devices into sophisticated measurement of advertising and product purchasing. The costs are too high for the methodology to be used in many countries and...
Catalogue: ESOMAR Congress 1988
Authors: Debi Prokash Basu, John Parfitt
September 1, 1988
Research papers
Omnibus surveys
Omnibus surveys are in very widespread use within the market research industry and have become a well-established, valuable and cost-effective means of conducting market research surveys. This chapter explains briefly what omnibus surveys are and how...
Catalogue: Consumer Market Research Handbook
Author: Richard Davies
August 1, 1986
Research papers
Marketing research applied to health and social welfare
The paper discusses and demonstrates the effectiveness of marketing research techniques in the specialised area of health and social planning. The prime objective of the research was to gain insight into the health and social needs of a highly...
Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Peter Michael Chisnall
June 15, 1983
Research papers
The role of trade attitude research upon the business strategy decision making process
The overall objective of this paper is to demonstrate the role and effectiveness of trade attitude research in increasing the awareness and understanding of the manufacturer/trade relationship in order to identify elements upon which the profitable...
Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Authors: Michael Hague-Moss, Barrie Parker
Company: Colgate-Palmolive
June 15, 1982
Research papers
Experiences in industrial panels
The aim of a panel as an instrument of market observation, market diagnostics and market planning is to deliver trend market informations gained in regular intervals, f.i. a week, a month, a year etc., in dealing with the same universe.
Catalogue: Seminar 1982: The Effective Use Of Panels
Author: Julius Erik Schwenzner
June 15, 1982
Research papers
