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Research reports

Mutatis mutandis- The business value of insights

ESOMAR's primary mission for the past 70+ years has been to safeguard and promote the interestsof the insights and data analytics profession. In recent times we have been paying a lot more attentionto the constituency of 'end-clients' (brand-owners)...

Catalogue: ESOMAR Publications
Author: Niels Schillewaert
August 14, 2020


Research World (September 2004)

It is high time that the industry joined forces in order to establish what the actual situation is at the universities and major business schools and to determine what can be done together, and which initiatives can be taken in the field of...

Catalogue: Research World 2004
Author: ESOMAR B.V.
September 1, 2004


Know when to art, know when to science

Marketing has come a long way. And while there's no doubt all the science and technology has made marketing smarter, has it made it better? I'm not so sure. We need to remember that marketing will always be more art than science; marketing is a...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Author: Brent Smart
May 13, 2018

Research papers

International research is different

This paper sustains the thesis that market research on an international basis is a very different type of operation from single-country research, and that it requires a fund of experience and a combination of skills that is different from that...

Catalogue: Seminar 1976: International Market Research
Author: Paul Howard Berent
April 1, 1976

Research papers

Marketing human resources in new Europe

This paper concentrates on the quintessential question of how to locate and motivate qualified management in "New Europe". New Europe is being defined as all countries of the former Eastern Bloc Nations. Hungary is used as a concrete example,...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Author: Hedi Vecsei
June 15, 1993


Future of market research

Attracting the next generation of researchers is crucial to the longevity of our profession. But how? What are the expectations of young researchers? Are universities teaching the skills we need for the future? How do we attract and retain the next...

Catalogue: Webinars 2016
Authors: Finn Raben, Jack Miles, Sarah Cunliffe
June 15, 2016

Research papers

Method and realisation of market research for the development of new products in the technical field

The paper describes, which basic requirements are necessary in order to be able to apply market research to product development too. In the understanding of market research as an instrument of marketing there have to be changes, at which the most...

Catalogue: Seminar 1981: Industrial Marketing Research
Author: Bernd Stulz
October 1, 1981

Research papers

How to ask a question and what to avoid

Questionnaire design must be regarded as one of the most critical phases of a market research survey because if the required information is not covered adequately or if the questions are not asked properly then no amount of clever interviewing or...

Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Jack Hamilton
February 14, 1995


Research World (May 2000)

Advertising Age, a prominent weekly advertising magazine in the US, in its 27 March issue, ran a full-page employment ad headlined 'Join the Research Revolution. Be part of Greenfield Online's Explosive Business Growth'. The ad listed and described...

Catalogue: Research World 2000
Author: ESOMAR B.V.
May 1, 2000