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Research papers

Selection of global target markets

As more and more companies seek new opportunities overseas, the question of how to select the "right" markets becomes an increasingly important issue. In particular the wide range of possible markets and the plethora of available information suggests...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: Y. Wind, Patrick Le Maire, Susan P. Douglas
September 1, 1972

Research papers

SIMALTO

The paper discusses a new market research data collection technique designed to become part of a combined product/market forecasting system. The market research described is particularly applicable to product planning in mature markets where repeat...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: J. L. Green
June 15, 1977

Research papers

Multimedia CATI/CAPI

The paper concentrates on two new tools for data collection developed by Infratest Burke in conjunction with Quantime in 1994. The first part demonstrates the value of using scanned images in a CAPI process. Computer-assisted personal interviewing...

Catalogue: Seminar 1995: Information Technology- How Can Research Keep Up With The Peace Of Change
Author: Matthias Thomae
Companies: Burke, Inc.,
January 1, 1995

Research papers

Methodological research update

The paper summarizes the research and findings that contributed to the recent progress Nielsen Media Research has made in increasing the cooperation rate in the national people meter panel. The paper reports some of the research that aided in the...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Barry Cook, Rachel Mueller-Lust
Company: Nielsen
June 15, 1996

Research papers

The lifetime value concept

The significance of relationships with customers has received strong emphasis in recent marketing literature. Relations should be profitable, which can be measured by means of the LifeTime Value (LTV) concept. In this paper, a model for measuring LTV...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Janny C. Hoekstra, Eelko K. R. E. Huizingh
November 1, 1996

Research papers

Internet surveys

The paper describes the results of one of the first commercial surveys to be conducted in the United Kingdom over the Internet. It directly compares email and postal methods of data collection. The results show a major advantage for email in terms of...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Author: Pete Comley
November 1, 1996

Research papers

Keyboard and pen PC

CAPI is becoming a must to survive for organisations offering face-to- face fieldwork. Hardware investments constitute at least 75% of the total out of pocket initial CAPI investments. Two hardware alternatives are common in market research: the...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?
Author: Niels J. Grommé
Company: KANTAR TNS Malaysia
January 1, 1997

Research papers

Creating competitive intellectual capital

As organizations evolve from multi-domestic to transnational they need to develop new ways of obtaining sharing and acting upon marketing information. The technological advances that led to the ‘marketing information revolution’ now...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Hans-Willi Schroiff
September 1, 1998

Research papers

The development of consumer panel research in Europe

The use of consumer panels by manufacturers in Europe as a marketing tool has increased dramatically over the past few years and now seriously competes with the more traditional forms of store audit service. This trend is contrary to that experienced...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Jeffrey H. Frankel
March 1, 1979