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Research papers

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Peter Sampson
June 15, 1980

Research papers

Qualitative research, quantitative research, interaction, integration and linkage

The paper suggests qualitative research is due for a reappraisal and this should take place in a broad context that considers both qualitative and quantitative research. It discusses qualitative/quantitative distinction and a two-level, six- category...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1993

Case studies

Improving the efficiency of research methods used in advertising tracking studies

This paper examines some implications of tracking studies and problems that arise in seeking to obtain measurable, meaningful shifts over time. Case history material is presented based on a three-wave study conducted in the UK on behalf of the Tea...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Peter Sampson, Keith Marshall
Company: Burke, Inc.
June 15, 1977

Research papers

Predicting sales volume and market shares

The paper argues the case for extending the value of much market research data concerned with concept testing, concept/product use testing and usage and attitude tracking studies by employing modelling systems to predict sales volume or market...

Catalogue: Seminar 1983: New Product Development
Authors: Peter Sampson, Patrick G. M. Standen
Company: Burke, Inc.
November 2, 1983

Research papers

Introduction

The debate should, however, take place in the mind of the reader. Section 1, ‘The “New” Qualitative Research: The Reasons Why?’ presents detailed explanations of the ‘new’ qualitative research, including, in an edited...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Peter Sampson
January 1, 1987

Research papers

People are people the world over

The paper argues that: (I) A successful market segmentation study requires the application of structure and a proper integration of qualitative and quantitative research. Also, that the prime emphasis should be on actionability. (II) Lifestyle and...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1992

Research papers

Getting the basics right

The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1986

Research papers

Qualitative research in Europe

The paper comments on qualitative research as it is carried out at present in Europe according to different 'styles'. What is referred to as the "new" qualitative research is discussed and the view expressed that it has emerged from dissatisfaction...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Peter Sampson
January 1, 1987

Research papers

Attitude measurement and behaviour prediction in market research using a priori psychological models of consumer behaviour

This paper reviews the evidence, from social psychology and market research, for the suggestion that from a knowledge of an individual’s attitudes, the individual's behaviour can be predicted. It looks at psychologists' and market researchers'...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Peter Sampson
June 15, 1971