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Research papers
You just do not understand!
For the sake of consistency across markets in today's global environment are we as researchers becoming insensitive to the subtle variations that exist in respondents' understanding and processing of the questions we pose to them? This question is...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Sonia Pall, Neerja Wable
September 1, 1998
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
Research papers
Customer satisfaction research
All over the world, customer satisfaction has been recognised as an important subject to increase customer loyalty and retention. In each country or culture with freedom of decision customer satisfaction is closely connected with customer loyalty and...
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Christian Hothum, Susanne Spintig
September 1, 1998
Research papers
Designing market research studies
In this chapter, we examine how market researchers set about designing market research studies. Market researchers will rarely be able to pursue their idealâ design, so it is a process of compromise. Decisions have to be made about what degree...
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: David Smith
September 1, 1998
Research papers
Improving quality in multi-country projects by capturing its heterogeneity
This paper expresses a growing concern over globalisation and new market research demands and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Jorge Lipetz, Mónica S. Markwald, Jorge GarcÃa-González
Company: Markwald La Madrid & Asociados
September 1, 1998
Research papers
Plenty of data, but are we doing enough to fill the information gap?
The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Stephen Bairfelt, Fiona Spurgeon
September 1, 1998
Research papers
Sampling in Asia
The term Asia is used here in a restricted sense to include the countries from India to the Pacific, bounded in the north by China, South Korea and Japan and in the south by Indonesia. This region contains approximately 2.7 billion people, about a...
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Trevor Sharot
September 1, 1998
Research papers
Questionnarie design
In order to clarify our thinking about questionnaire design, it will be helpful to break down the issues associated with it into distinct groupings. A useful four way classification of these groups is as follows: a) meeting research objectives b)...
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Sharon Miller, Graham Read
September 1, 1998
Research papers
