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Research papers
Problems connected with studying brand attitudes and brand images in a newly established market (Poland)
The importance of the role and functions of brands in "old" well established markets is widely recognized. Concepts such as brand images, brand personality, or brand profiles have been successfully applied by Western market researchers, in order to...
Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Barbara Fratczak-Rudnicka
April 1, 1995
Research papers
Becoming consumer on an emerging market
This paper presents the attempt to launch a periodic consumer survey programme within the conditions of free-market economy build in contemporary Poland. The consumer survey approach is based on a theory of psychological economics developed in the...
Catalogue: CEE Conference 1995: Towards A Market Economy
Authors: Slawomir Nowotny, Andrzej Klarkowski
April 1, 1995
Research papers
Branding in Central and Eastern Europe
In this paper we describe the findings of major global study as they apply to Central and Eastern Europe. It is divided into two parts. In the first part we describe some of the technical issues involved in conducting so large a study in this region....
Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Jim Williams
April 1, 1995
Research papers
How to ask a question and what to avoid
Questionnaire design must be regarded as one of the most critical phases of a market research survey because if the required information is not covered adequately or if the questions are not asked properly then no amount of clever interviewing or...
Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Jack Hamilton
February 14, 1995
Research papers
Sampling errors
In this and the following paper, the phenomena associated with and the nature of "survey error" is explored.
Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Neil Higgs
February 14, 1995
Research papers
The problem of bias
This paper looks at the various sources of bias, discusses how to reduce them or, at least, how to measure them.
Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Neil Higgs
February 14, 1995
Research papers
Advertising for brand maintenance
In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...
Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard
September 1, 1994
Research papers
