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Research papers

Lost in translation

The last decade has seen phenomenal growth in market research activity in emerging Asian markets; much of the growth has been driven by Western multinationals seeking to enter or extend their reach in Asian markets. In response, a dynamic Asia-based...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Sue Siewert, David G. Bakken
April 7, 2013

Research papers

Conceptual and mathematical models in belief and attitude research

After a brief discussion of the concepts of attitude and belief the paper goes on to outline some of the difficulties in measuring them. Reference is then made to some empirical findings which must be taken into account in developing concepts. A...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Len J. Marchant
June 15, 1971


How many people said that?

Establishing what drives behaviour, motivates change, or what a future might look like, is not as simple as asking people the question. To address different kinds of questions qualitative market research generates different kinds of data, uses...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Jon Chandler
June 15, 2013


Qualitative research and neuroscience

To be able to pinpoint the relationship between qualitative research and neuroscience in accessing and exploring the unconscious thoughts and emotions of consumers, there are a number of fundamental misconceptions that need to be cleared up.Taking a...

Catalogue: Congress 2014: What Inspires?
Author: Georges Guelfand
June 15, 2014

Research papers

Self-completion questionnaires (Part I)

Self-completion questionnaires are a basic and much-used tool of the market researcher. Their great attraction is that by avoiding the need to employ a force of trained interviewers they considerably reduce the costs of undertaking a survey. This...

Catalogue: The European Marketing Research Review 1971
Author: John Nolan
June 15, 1971

Research papers

Research for publishers

Market research can provide substantial help in formulating the editorial policy of newspapers and magazines, and yet very little has ever been published on this subject. It is impossible to do justice to such a broad topic in a single paper, but...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: R. A. Roberts-Miller, Nigel Spackman
June 15, 1972

Research papers

Problems of joint sponsored readership survey: A summary

My task, then, is to try and talk collectively about the problems of joint sponsored readership surveys on the basis of experience in five different markets, represented by the written papers. I think we might begin by taking a phrase from the Dutch...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Michael M. Brown
June 15, 1972

Research papers

Defence-inducing advertising

This paper discusses the research applied to the development of the Scottish Health Education Unit's publicity material, and outlines the two major problems incurred. The first is that, unlike much of product advertising, most health publicity is...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: D. S. Leathar
September 1, 1980

Research papers

A practical approach to testing worldwide campaigns

A user reports on the problems encountered in analysing the international advertising campaigns of a major industrial concern, and the solutions that were found. Increased export trade and the growing importance of worldwide production (and its...

Catalogue: Seminar 1981: Industrial Marketing Research
Author: Claus Merbold
October 1, 1981