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Research papers

Understanding youth

Young consumers have always been a difficult audience to researchbecause first, they are difficult to reach using traditional researchmethods, and secondly, they are often not as expressive as adults incommunicating their opinions. This said, the...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: John Geraci, Peter Silsbee, Sarah Fauth, Jennifer Campbell
Company: Harris Interactive (Europe)
November 1, 2000

Research papers

Cognitive styles

This paper introduces and reviews the concept of consumer cognitive styles as a new basis for segmenting markets. Using empirical data from members of the National Family Opinion Mail Panel, the authors show that consumers varying in cognitive...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: Christian Pinson, Naresh K. Malhotra, Arun K. Jain
September 1, 1980

Research papers

Cognitive styles (French)

This paper introduces and reviews the concept of consumer cognitive styles as a new basis for segmenting markets. Using empirical data from members of the National Family Opinion Mail Panel, the authors show that consumers varying in cognitive...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: Christian Pinson, Naresh K. Malhotra, Arun K. Jain
September 1, 1980

Research papers

The problems of data aggregation and of imperfect data in a capital goods market

This study is based on a market simulation model for a capital goods market. This model delivers data about single industrial establishments using a particular capital good. The generated data ere about single establishments and consist of...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Author: F. Bliemel
January 1, 1973

Research reports

Qualitative research on chesswood creamed mushrooms

Creamed mushrooms are of increasing importance within thecanned mushroom sector, and information is required onconsumer attitudes and usage of creamed mushrooms. Thebasic objectives of this research were to provide aqualitative 'model' of usage and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 3, 1972

Research papers

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972

Research papers

The practical application of market segmentation

The aim of this contribution is the evaluation of clustering techniques from the viewpoint of practical marketing application. Clustering techniques (segmentation methods, grouping methods) are procedures that search for and detect natural groupings...

Catalogue: Seminar 1972: Segmentation And Typology
Authors: Andreas Winkler, D. E. Freitag
Company: GfK
June 15, 1972

Research papers

Changes in market segmentation over time

In the type of segmentation referred to in this paper, which is generally termed 'cluster analysis', we analyse the data by a number of characteristics simultaneously, instead of sequentially as described above. The type of cluster analysis described...

Catalogue: Seminar 1972: Segmentation And Typology
Authors: Wendy M. Grosse, David Lowe-Watson
Company: ESSO
June 15, 1972

Research papers

Classifying consumers in the 1970s

Classification is a core issue in market segmentation. Through the use of relevant criteria, manufacturers are enabled to assess whether or not particular markets are better treated as homogeneous or, rather, as composed of a heterogeneous collection...

Catalogue: Seminar 1972: Segmentation And Typology
Author: J. A. Lunn
June 15, 1972