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Research papers

Moving Perceptions = More Revenue

How many times have you wondered whether you are pushing the right perception for an advertisingcampaign? Or how moving the hearts and minds of customers connects to ROI? These questions are difficultto answer and even more difficult to tie to actual...

Catalogue: Congress 2022: 75th Anniversary
Authors: Caroline Iurillo, Megan Lau
Company: Microsoft
September 23, 2022

Research papers

Innovation by data analysis (French)

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jean Paul Aimetti
June 15, 1976

Research papers

The role and function of multivariate methods of data analysis in marketing information systems

The purpose of this communication is to analyse the role and the function of statistical methods in the development of Marketing Information Systems. This analysis will be conducted at two main levels: 1. Integration of the bank of statistical...

Catalogue: Seminar 1977: Marketing Management Information Systems
Authors: Yves Evrard, Patrick Le Maire
June 15, 1977

Research papers

Building a truly customer-centric CRM model

Customer Relationship Management (CRM) is one of the few emerging businesses recording significant growth since 2000 despite the recent worldwide economic downturn. CRM covers a wide range of business functions including operation workflow, sales...

Catalogue: Asia Pacific 2002
Author: Andy Kung
December 1, 2002

Research papers

Data to decision

This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Peter Kloprogge, Tim Foley
June 18, 2003

Research papers

Helping the clients succeed in China's B2B market

China is not only a huge fast-moving consumer goods market, but an industrial product market with enormous development potential as well. With the aim to better understand the B2B market situation in China and formulate proper marketing strategy,...

Catalogue: Asia Pacific 2004
Authors: Fred Bai, Guo Ping
March 28, 2004

Research papers

How to analyse heterogenous data?

In many cases, data collected in the same questionnaire are measured at different levels: nominal, ordinal, interval or ratio. For several years, new methods allow to analyse qualitative and/or heterogeneous data. They are based on the optimal...

Catalogue: Paper 1978: Analysis of Data
Author: Jean-Marie Bouroche
February 1, 1978

Research papers

Selection models for publicity campaigns

In 1963 "Se Centre Francais de Recherche Operationnelle” whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean-François Boss
June 15, 1965

Research papers

Go deeper. Get closer. Be braver.

We live in a world of constant change. Research has often struggled to embrace change and is under increasing threat from new forms of competition. Rapid innovation is the cure, but it is difficult. This presentation suggests that the difficulty is...

Catalogue: Innovate 2010: Innovation Detonation
Author: Richard Owen
Company: Hall & Partners
November 16, 2010