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Research papers

Development of new products in global markets

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Monica Kleiman, Arnaldo Bär
June 15, 1999

Research papers

Ethnography as a market research tool

This paper is devoted to issues related to the planning and implementing of market research studies with the use of ethnographic and observational approaches. This paper addresses these issues according to a consistent set of principles developed...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Hy Mariampolski
January 1, 1998

Research papers

Ethnography and cross-cultural research

As cross-cultural marketing becomes more important, the need for tools and perspectives to understand the global consumer becomes more pronounced. This paper offers practical advice on using ethnographic methods as a foundation for consumer analysis...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Hy Mariampolski
Company: QualiData Research Inc.
November 1, 1997

Research papers

Solving the problems of observational research

As a contribution to the growing discussion of ethnographic and observational approaches in market research, this paper takes up the issue of tactical decision making in implementing these projects. Clients tend to ask tactical questions first, when...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: Hy Mariampolski
Company: QualiData Research Inc.
June 15, 1997

Research papers

Where does the magazine finish and the reader start?

This paper will focus on the results of an ethnographic study, including a sample of women’s magazine readers. Ethnographic studies are a qualitative and in-depth approach, in which research analysts go through a period of close contact with the...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Jaime Troiano, Lidice Salgot
June 15, 1997

Research papers

Relationship marketing competencies in the UK advertising industry

Relationship marketing provides an effective paradigm for analysing client/advertising agency relationships. A quasi-ethnograpic approach was utilised to select an appropriate visual model for evolving a survey tool. Agencies were rated highly for...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Ian Chaston, Jonathon Lace, Terry Mangles
November 1, 1996

Research papers

Understanding from within

Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Debi Prokash Basu, Dipesh Chakrabarty
September 1, 1996

Research papers

Inspiring details

This paper starts with a discussion of the overlapping domains of anthropological study and market research, pointing out the fundamental role culture plays in shaping brands. It then explores the uses of anthropological theory and ethnographic...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Author: Rita Denny
Company: The B/R/S Group, Inc.
December 1, 1995