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Research papers

Learning brands

Children, as children ,are significant spenders and consumers ; as prospective adults, they are the market of the future. As young consumers they are also students of the market, learning to recognize brands and associate them with products and...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Robert G. Wyckham, Colleen Collins Dodd
August 1, 2000
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Citation

Wyckham and Dodd (2000a, August 01). Learning brands . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/learning-brands-


Research papers

Understanding customers' naive theories of high-tech products and services

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Stefana Broadbent Carles
September 1, 1999
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Citation

Carles, S. B. (1999a, September 01). Understanding customers' naive theories of high-tech products and services. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/understanding-customers-naive-theories-of-high-tech-products-and-services


Research papers

An experimental cross cultural study in Russia and Spain

If we say that a certain brand may represent the values and lifestyle of an individual or a group of consumers why not extend this idea to include all the brands perceived by society? This paper presents and discusses the findings of an experimental...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Yuri Poletaev, Dimitri Schmitow
September 1, 1998
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Citation

Poletaev and Schmitow (1998a, September 01). An experimental cross cultural study in Russia and Spain . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/an-experimental-cross-cultural-study-in-russia-and-spain-


Research papers

A method for evaluating the importance of perceived attributes

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Daniel Bachelet, Joseph Lion
June 15, 1998
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Citation

Bachelet and Lion (1998a, June 15). A method for evaluating the importance of perceived attributes . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/a-method-for-evaluating-the-importance-of-perceived-attributes-


Research papers

Is qualitative research truly developing or is it declining?

This paper is about the present perception of the assessment, definition and use of qualitative research in Mexico. Similarly, it calls for a more committed and less commercial approach to research, showing the potential of such research for...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Ernesto Reyes Escobedo
May 1, 1997
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Citation

Escobedo, E. R. (1997a, May 01). Is qualitative research truly developing or is it declining?. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/is-qualitative-research-truly-developing-or-is-it-declining-


Research papers

Online research

This paper gives an overview of the key on-line research techniques that are currently available and how they may be applied in mainstream market research. In addition, it examines the results of a brief survey of leading research organisations in...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?
Author: David Walker
January 1, 1997
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Citation

Walker, D. (1997a, January 01). Online research . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/online-research-


Research papers

Accident, fact or fiction?

This paper draws attention to the importance of perceived coherence between fragrance and concept - as expressed by name, pack, packaging, positioning, and advertising - and claims that products lacking such coherence, will encounter grave...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Barbara Busch
December 1, 1996
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Citation

Busch, B. (1996a, December 01). Accident, fact or fiction?. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/accident-fact-or-fiction-


Research papers

Colour-odour synesthesia

Synesthesia, the phenomenon of cross-modal perception, is well known in the visual and auditory realms. Recent studies show that contrary to conventional wisdom there are regular and systematic correlations between smell and vision. Smells have...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Avery N. Gilbert
December 1, 1996
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Citation

Gilbert, A. N. (1996a, December 01). Colour-odour synesthesia. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/colour-odour-synesthesia


Research papers

A paper on toilet paper

The history of the search for the quality of life, just like the history of civilization - although unfortunately the two histories rarely coincide - can be written from two different points of view. Looking at things on a grand scale, considering...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Marco Vecchia
September 1, 1996
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Citation

Vecchia, M. (1996a, September 01). A paper on toilet paper . ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/a-paper-on-toilet-paper-