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Research papers

A new toolkit to a new quality approach

This paper will focus on the research aspects. Programmatic organization development as a method will only be dealt with briefly. Measurement by using the Mystery Shopping principle to its utter limits - for the front office - and retrospective self...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Eric Sondervan, Felix Malten, Anthony Van Zonneveld
Company: KANTAR TNS Malaysia
September 1, 1996

Research papers

A paper on toilet paper

The history of the search for the quality of life, just like the history of civilization - although unfortunately the two histories rarely coincide - can be written from two different points of view. Looking at things on a grand scale, considering...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Marco Vecchia
September 1, 1996

Research papers

Do we really need brand equity?

The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes. These are separate concepts and the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Paul Feldwick
September 1, 1996

Research papers

Quality and technology

This paper describes the key elements of Custom Research Inc.'s quality management system and the role technology has played in Custom Research's continuous improvement, a system which has been recognized by its success in United States’...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Jeffrey L. Pope
September 1, 1996

Research papers

The Iguassu project

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Julio Cesar Tannus, Roseli Stier Azambuja
Company: Ogilvy
September 1, 1996

Research papers

Information acceleration

In this paper we discuss Information Acceleration, an interactive multimedia market research approach for new product development. The paper is divided into three parts. First we discuss how the features of Information Acceleration (LA) 1 *...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Roberta Chicos, Eric Almquist
September 1, 1996

Case studies

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996

Research papers

User acceptance of online-services

On the fast developing "Information Highway" market testing methods for the acceptance of Online Services will gain an increasing importance. While all services are using a graphic user interface (Windows) a real acceptance test can only be realized...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Anton Lohmann
Company: GfK
September 1, 1996

Research papers

Value dimensions

Since the late 1970s, there has been a growing interest in using value dimensions for the explanation of consumer behaviour. The present paper discusses these applications. The communication of findings and problems of maintaining stability in the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Are Kvaerk, Flemming Hansen
Company: KANTAR TNS Malaysia
September 1, 1996