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Research papers

The use of telephone interviewing in industrial research

This paper discusses the use of telephone interviewing in industrial research. In describes the advantages and disadvantages with appropriate examples. It is concluded that the main uses of telephone interviewing are either as a preliminary part of a...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Author: L. I. Gordon
January 1, 1973

Research papers

Image research and the retailer

There is a tendency among market-researchers and market-research agencies, to standardise and to keep to current methods and techniques which have been found suitable in practice, with the result that a full adaptation to the problems posed does not...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: N. G. H. Krans, C. Goud
September 1, 1974

Research papers

Questionnaire monotony endangers the comparability of results (German)

Monotony and its side-effects have been dealt with in other areas. But monotony is powerful enough to adulterate the results. Noelle Neumann proved that the influence of monotony was visible even in simple inquiries, for example when ascertaining...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Erp Ring
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1976

Research papers

Innovation by data analysis (French)

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jean Paul Aimetti
June 15, 1976

Research papers

Determining goals in research (French)

If you take even the most casual look at action research, probably two key things stand out about it. First, it usually proceeds with something of an experimental design; and, second, something of a cult has grown up about it. If you go into the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Shirley A. Star
June 15, 1959

Research papers

A new approach to old questions

The method, described at some detail in the paper, can be briefly summarised as having people act as their own editor. After being shown selected audio visual stimulus respondents are provided with transcripts, still photos, and actual programme...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Brent Macgregor, David E. Morrison, Michael Svennevig
December 1, 1995

Research papers

Keep a watchful eye to find ideas throughout everyday life

We begin by summing up the changes that have occurred within society and with regard to consumption behaviours. From these changes, we deduce the need for a different approach to consumer research: the principle of reverse marketing. Reverse...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Caroline Lioret, Anne-Catherine Dugast
December 1, 1995

Research papers

Day-in-the-life-visits

Many information technology companies use marketing research as a reality check during product design and testing: research is used to evaluate the products, ascertain user/customer judgments, and the viability of user/customer interfaces....

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Deborah Mrazek, Norman Dyer, Susan Dray
September 1, 1995

Research papers

Keeping up with the mobile telephone customer

The paper describes the progress of the mobile telephone market in the United Kingdom and the use of different research techniques employed to measure and develop this dynamic market sector. Using working examples the advantages and disadvantages of...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Colin Shaddick
June 15, 1996