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Research papers

Desperately seeking 'cool'

In adult social groups, there are few trend-setters and many followers. In some situations, it is essential to isolate the trend-setters' opinions and attitudes in order to predict the trends and behaviours of the masses. The trend-setters phenomenon...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Marianne de Souza
Company: MSM
October 22, 1997
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Citation

de Souza, M. (1997a, October 22). Desperately seeking 'cool' . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/desperately-seeking-cool-


Research papers

Marketing for new technologies

Information Technologies can be considered as a single market, constituted by many interdependent market areas. It is a multidisciplinary market, more and more complex to understand from a technological point of view but also from a marketing point...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Luc Rouach
Company: MSM
June 15, 1996
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Citation

Rouach, L. (1996a, June 15). Marketing for new technologies. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/marketing-for-new-technologies


Research papers

Qualitative marketing research

For quite some time now, marketing researchers found themselves at a distance from the TRUE decision making level of marketing contexts. Now, as the marketing environment becomes increasingly complex, it is evident that the role of the marketing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Author: Marianne de Souza
Company: MSM
December 1, 1995
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Citation

de Souza, M. (1995a, December 01). Qualitative marketing research. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/qualitative-marketing-research


Research papers

Marketing techniques and the universe of childhood and adolescence

The aim of this paper is to demonstrate the need to implement a specific and adapted procedure in marketing studies among children and adolescents. This procedure is drawn from various work conducted on the universe of childhood as well as from...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Authors: Marianne de Souza, Marguerite de la Menardiere, Pauline de Minvielle
Company: MSM
June 15, 1990
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Citation

de Souza, de la Menardiere and de Minvielle (1990a, June 15). Marketing techniques and the universe of childhood and adolescence. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/marketing-techniques-and-the-universe-of-childhood-and-adolescence