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Research papers

The marketing mix of retailing firms and its strategic and research problems

In order to know the real mechanics of distributive structures, and particularly of their evolution, it is first necessary to identify and analyse the functions they have to fulfil and the way in which they are (or are not) fulfilled. Every retailing...

Catalogue: Seminar 1974: Management Information For Retail Organisations
Author: Giancarlo Ravazzi
April 1, 1974

Research papers

Multinational market research as a basis for multinational marketing in the textile field (German)

The public eye nowadays is to an increased extent directed on multinational enterprises. Multi nationality, however, is rarely spontaneously associated with the sector clothing. Enterprises or even brands of absolutely world reputation are hardly to...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Heinrich Pemsel
September 1, 1974

Research papers

Traffic re-routing

This paper is concerned with a study commissioned by a local authority in London to check reactions of residents to a scheme by which traffic re-routing eased congestion on most roads at the inevitable expense of increased congestion on some....

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Bob Lane, Leonard R. England
September 1, 1974

Research papers

Innovation by data analysis (French)

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jean Paul Aimetti
June 15, 1976

Case studies

Relating research techniques to marketing problems

The authors describe the development, over a period of four years, of a research programme for a new container designed to offer an alternative to glass bottles and metal cans for beer and carbonated soft drinks. The new container is the ICI...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Donald Osborne, A. J. Payne
June 15, 1976

Research papers

Do we really need brand equity?

The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes. These are separate concepts and the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Paul Feldwick
September 1, 1996

Research papers

What are the problems facing business firms?

During 1962, my company - The Paul PLANUS organisation - carried out a survey on a sample of one in a hundred French business firms. Interviews were conducted with 160 firms. The purpose of the survey was to obtain information on the problems facing...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Yves Fournis
August 1, 1967

Research papers

Current methodologies in the Middle East and North Africa

The Arab speaking region has distinct social and cultural characteristics which reflect its Islamic foundations and have profound implications for the research procedures which, until now, could be deployed successfully in its markets. A prime...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Soulla Kellas, Anna Rita Baglioni Hadjigavriel
September 1, 1997

Research papers

Comments on mr. Knappert's paper

During the course of the paper given by Mr. Knapper from Makrotest it was mentioned that interviews with farmers can only be carried out by industrial interviewers. In the contrary we found that discussing political problems with farmers can not be...

Catalogue: Seminar 1968: Market Research On Agriculture And Farmers
Author: Yola Laupheimer
May 1, 1968