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Research papers

Caught in the web

Word of mouth has long been recognised as the most powerful form of communication and now the internet has dramatically increased the scope consumers have to transmit and to receive messages from trusted sources. Consumers are exploiting this in huge...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Gordon Pincott
Company: KANTAR TNS Malaysia
February 27, 2005
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Citation

Pincott, G. (2005a, February 27). Caught in the web. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/caught-in-the-web-6568


Research papers

Exponential purchase power

This paper explores how changes in our social and cultural perception of brands, advertising and marketing, in addition to lifestyle shifts, have lead to the growing power and value of word of mouth in consumers' decision making process.Research...

Catalogue: ESOMAR Conference On Age 2005
Author: Rachel Carey
January 30, 2005
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Citation

Carey, R. (2005a, January 30). Exponential purchase power. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/exponential-purchase-power


Research papers

The mismeasure of satisfaction

Four areas of research pertinent to the measurement of Customer Satisfaction are examined. The four areas and the key findings from each are summarized below. 1. Theoretical Views Regarding Customer Satisfaction Satisfaction results from the...

Catalogue: International Automotive Marketing Conference 1994
Author: Murlidhar Rao
June 15, 1994
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Citation

Rao, M. (1994a, June 15). The mismeasure of satisfaction. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-mismeasure-of-satisfaction


Research papers

The recognition and systematic study of phenomena of diffusion or contagion

In the times in which we live, there is perhaps no problem so fundamental, and which yet is so little taken into account in marketing research, as that of the effects of personal communication in all its diverse forms. While the idea of the existence...

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

Vincent, M. (1980a, June 15). The recognition and systematic study of phenomena of diffusion or contagion . ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-recognition-and-systematic-study-of-phenomena-of-diffusion-or-contagion-


Research papers

Word of mouth and media (German)

This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Berend H. Feddersen
June 15, 1961
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Citation

Feddersen, B. H. (1961a, June 15). Word of mouth and media (German). ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/word-of-mouth-and-media-german-


Research papers

Word of mouth and media

This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Berend H. Feddersen
June 15, 1961
×

Citation

Feddersen, B. H. (1961a, June 15). Word of mouth and media. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/word-of-mouth-and-media