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Research papers

The impact of consumers' commitment to existing brands on new product launch strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: John Rice, Jan Hofmeyr
September 1, 1999
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Citation

Rice and Hofmeyr (1999a, September 01). The impact of consumers' commitment to existing brands on new product launch strategies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-impact-of-consumers-commitment-to-existing-brands-on-new-product-launch-strategies


Research papers

The added value of a two year guarantee

This paper concentrates on two main areas - the positioning of a furniture retail store using the added value of a two year guarantee on all products and a suggested typology of shoppers. In 1975 it was decided to position the Morkels furniture...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: John Rice, Derek Russell
June 15, 1989
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Citation

Rice and Russell (1989a, June 15). The added value of a two year guarantee. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-added-value-of-a-two-year-guarantee


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
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Citation

Rice, J. (1987a, October 26). The measurement of perception and motivation . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-measurement-of-perception-and-motivation-


Research papers

Strategic marketing needs strategic research

This paper describes the use of mapping as a strategic research technique. Case histories are described in which the use of mapping lead to major changes being made in long-term plans. The specific mapping technique used uses nominally scaled data as...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: John Rice
June 15, 1983
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Citation

Rice, J. (1983a, June 15). Strategic marketing needs strategic research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/strategic-marketing-needs-strategic-research


Research papers

Analysis of the effect on grocery sales of different promotional strategies

This paper describes the results of a study designed to measure the effects of different promotional activities in stores. Regression analysis, using dummy variables, was used to analyse data obtained from an experimental design incorporating twelve...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: John Rice
June 15, 1982
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Citation

Rice, J. (1982a, June 15). Analysis of the effect on grocery sales of different promotional strategies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/analysis-of-the-effect-on-grocery-sales-of-different-promotional-strategies