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Research papers

Experiential consumption and excessive impulse buying

Four types of consumers are described, ranging from the most self-controlled and austere to those that experience economic, social, and familiar difficulties due to their psychological and emotional dependence on buying. The results are based on a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Elena Olabarri Fernández, Irene García Ureta
September 22, 2002

Research papers

Internet as a marketing tool for operators and vendors in the telecommunication industry

As online marketing activities are growing and becoming an essential part of the overall marketing approach it is important to measure effectiveness of this new media in terms of its impact on sale, with respect to traditional marketing media.

Catalogue: ESOMAR Net Effects 1999
Authors: Massimo De Sanctis, Simona Collová
June 15, 1999

Research papers

Visible success

The Office Products Market in Europe is characterised by a complex distribution structure and multiple sales channels. Up to seven layers of distribution for some consumable products add significantly to prices paid by the end user. Our client, a...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Joe Seydel
June 15, 1994

Research papers

The economic impact of the growth in off-patent production of farm inputs

This paper outlines a regional analysis of the off-patent manufacture of agrochemicals in Europe, the Far East and Latin America. The volumes of sales turnover produced by this manufacturing sector are identified, and the range of chemical types...

Catalogue: Seminar 1994: From Farmer To Consumer
Author: David D. Murray
June 15, 1994

Research papers

Let's heavy up in St. Louis and see what happens

Heavy up TV advertising for packaged goods has been the traditional way of estimating its effect on sales in the United States. With recent advances in information technology, testing can now be replaced by econometric modelling techniques that...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Laurence N. Gold
June 15, 1992

Research papers

Introduction

The subjects we discuss in this seminar influence major marketing decisions - but are still controversial. Simple, practical assumptions or theories govern most of our decisions in designing, testing and evaluating our marketing activities. But these...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Simon Broadbent
June 15, 1991

Research papers

The impact on marketing research Of MMIS and scanning data

This paper is on the sales and marketing information needs that such scanner data now makes available to manufacturers and retailers and the MMIS required to exploit these data.

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Authors: R. G. Whyte, T. MacNeary
June 15, 1987

Research papers

Managing circulation sales in the United States

Many factors have influenced magazine publishing and circulation strategies, particularly the emergence of commercial television. These have lead to the development of special interest publications and an emphasis on selective circulation marketing....

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Kurt J. Burghardt, Roger M. Loeb
Company: Nielsen
August 1, 1975

Research reports

Door-step selling

The research was required to provide some preliminaryunderstanding of what door-to-door selling felt likefrom the point of view of the people who bought goodsin this way, more particularly those who bought thingsfrom door-to-door salesmen whom they...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 3, 1974