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Case studies
International advertising tracking
With the development of the global brand strategy, and accompanying it, the global advertising campaign, there follows closely behind the international advertising tracking research. If there is a uniform brand strategy for each country in which a...
Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Lucy Pardy, Astrid Carl-Zeep
June 15, 1988
Research papers
Usefulness and future of syndicated/standard services in the business-to-business research field
The paper shows that the development of market research in some segments of business-to-business can be drastically influenced by the development and production of syndicated/standard products. The authors show some definite indications about this...
Catalogue: Seminar 1988: Business To Business Research
Authors: Jean Oddou, Dominique Vanmarsenille
June 15, 1988
Case studies
AD*VANTAGE/AC-T
This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...
Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Uwe Munzinger, Karl Georg Musiol
Company: GfK
June 15, 1988
Research papers
A new approach to international fragrance research
This paper describes how Sandpiper has built a consumer based fragrance database across 5 countries (UK, USA, France, Germany, Japan) in order to facilitate a more actionable, creative and cost effective approach to screen fragrance submissions...
Catalogue: Seminar 1988: International Marketing Reserarch
Author: Jane Bigham
June 15, 1988
Case studies
Researching hard to reach audiences
This paper presents four case studies of research projects which our firm has conducted recently among attractive, but hard-to-reach audiences. - The American Chicle Youth Poll, a landmark study of the attitudes and opinion of American youth, ages 8...
Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Gunilla C. Broadbent, Edward B. Keller
June 15, 1988
Research papers
Circumventing babel
This paper outlines some of the problems which can be experienced in co-ordinating, analysing and interpreting international qualitative data. Our thesis is that good research and actionable recommendations cannot be achieved without a full...
Catalogue: Seminar 1988: International Marketing Reserarch
Author: Anne Ward
June 15, 1988
Case studies
The case for continuous monitoring of travel markets
This paper will make the case that the regular monitoring of tourism is the most relevant way of assessing changes in travel patterns. The paper will look in detail at two regular surveys, the British Travel Survey Monthly which is designed to...
Catalogue: Seminar 1988: Travel And Tourism Research
Author: Charles Ilsley
May 4, 1988
Research papers
The measurement of perception and motivation
This paper discusses the measurement of perception and motivation, concentrating on two techniques used for this measurement task. Factor analysis has traditionally been used for the measurement of perception and motivation, while correspondence...
Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: John Rice
October 26, 1987
Research papers
