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Research papers

Beyond judgements (German)

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Ulrike Grabner
Company: IMAS International GmbH
September 1, 1992

Research papers

The brand triad in Europe (German)

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Rolf-Rudiger Nausch, Harald Kunzer, Eckhard Korf
September 1, 1992

Research papers

The relevance of expectations in predicting behaviour and moods (German)

The present paper will discuss the relevance of several rational and other apparently irrational indicators in making forecasts for individual markets, in other words, the relevance of the plans, desires, moods and expectations expressed by consumers...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1992

Research papers

Architectural guidelines for castles in the sky (German)

Modern saturated markets differ from the old markets in many respects. The rules of success and failure have changed. Conservative marketing confined to the perfecting and variation of old product categories often degenerates into fruitless games...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
September 1, 1992

Research papers

No unexplored territory left on the German map (German)

Only four months after the breach of the Berlin Wall, the Allensbach Institute had already set up its own interviewer network in the GDR, with approximately 600 interviewers recruited personally or by mail. Even before the first free elections in...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Elisabeth Noelle-Neumann, Michael Hallemann
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1991

Research papers

Searching for common ground in the New Europe (German)

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
June 15, 1991

Research papers

New consumption trends (German)

Lately, the headings "new consumption trends" and "change of paradigms" appear again and again to point out profound changes of consumer behaviour with important consequences for the entire market. The methodical prerequisite for the discovery of a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christoph B. Melchers
Company: IFM Mannheim
September 1, 1990

Research papers

High-tech and critical attitudes toward technology or the effect of ideology on markets (German)

The following paper traces the development of the technological climate in the Federal Republic from the fifties to the threshold of the nineties with a view to social-philosophical and social-political factors. Not only will we be looking at the...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1990

Research papers

Strategic target-group research: A new perspective for users (German)

The task and objectives we set ourselves, and which brought us to SINUS, can be described as follows: 1. Identification of the existing market segments, along with the potential demand in the business and private flight market which is relevant for...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Michael Grande, Ulrich Becker
Company: SINUS Markt- und Sozialforschung GmbH
September 1, 1990