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Research papers

Determining the price of a product in the pharmaceutical market

Price sensitivity (or elasticity) is an aspect which has always had to be faced as an integral part of pre-launch and post-launch research in the consumer fields. Now it has to be faced seriously in the pharmaceutical field. But can we just take the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Nigel J. Burrows, Graziella Dupasquier
June 1, 1994

Research papers

Diagnostic evaluation

As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Hilary Gaines, Wendy Rolls
Company: KANTAR TNS Malaysia
June 15, 1997


Research World (April 2003)

New criticisms of the UK research industry’s business weaknesses coincide with the toughest time it has had for years. But the picture is patchy, with some agencies, or parts of agencies, still doing well while for others the party is over....

Catalogue: Research World 2003
Author: ESOMAR B.V.
April 15, 2003

Research papers

The strategic use of research in the complexity of the newspaper (Portuguese)

The objective of this study is to discuss the peculiarity and complexity of the newspaper product which places it among the products, or as the sole product, whose relationship with the consumer is so complex and, above all, diversified, that the...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Célia Lopes
May 5, 1991

Research papers

Challenges for the toy business in the ’90s

Throughout the past thirty years the toy business has gone through important transformations - specially the move from small workshops of craftmen to dominating multinational companies, each trying to develop their competitive advantages. Toy...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?
Author: Jean-Paul Charpentier
June 15, 1992

Research papers

Traditional medical journal ad testing considerations for the Japanese market

This paper is divided into two parts. The first part discusses some of the cultural complexities involved with marketing in Japan, with particular emphasis on the case of the Japanese marketing of Rulid, an oral antibiotic co-promoted in Japan by...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing
Authors: Jean-Michel Volat, Dale Goodwin
June 1, 1994

Research papers

Toward marketing development or alternative strategies in managerial marketing education

The function of marketing education for managers is to bridge the gap which exists between theoretical concepts and practical application/implementation. In this connection, the didactic structure of the educational process is of much importance and...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: A. P. van Gent
June 1, 1976

Research papers

The restructuring of Japan's pharmaceutical business

Japan has only rudimentary pharmaceutical distribution capabilities overseas where competition is also intense. Thus, the outlook for the current core of the national Japanese pharmaceutical industry is bleak. There is no clear evidence that a...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research
Author: Leif Schaumann
September 1, 1981


Research World (March 2003)

The Latin American market is more diverse than many companies, especially some multinationals, would like to believe. At the same time, it is bigger and more encompassing than most people realise: it stretches from the Canadian border to Cape Horn.

Catalogue: Research World 2003
Author: ESOMAR B.V.
March 1, 2003