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Research papers

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994
Author: Ian E. Wood
June 15, 1994

Research papers

Hybrid market research

To address the needs of the dynamic industry, automotive market researchers must bridge the traditional divide between 'qual' and 'quant' methods. The paper advocates mixed-model solutions that combine the strengths of both sets of methodologies for...

Catalogue: Automotive 2006
Authors: Heinrich Rademacher, Peter Böhm, Sebastian Knauer, Christina Eisenschmid
February 27, 2006

Research papers

Brand knowledge

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle.Brand knowledge (familiarity) is frequently measured but rarely defined. The paper discusses how knowledge...

Catalogue: Automotive 2006
Authors: Melanie Brenninkmeyer, Chris Davis
Company: GfK
February 27, 2006

Research papers

Car talk

Word of mouth is the hot topic in marketing these days. As reported by, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has...

Catalogue: Automotive 2008
Author: David G. Bakken
Company: Harris Interactive (Europe)
March 3, 2008

Research reports

Attitudinal survey into the friction material market for Small & Parkes Ltd.

Small & Parkes manufacture friction materials for automotive and industrial applications. The research objectives were:A. To examine the factors governing brand specification by garages, haulagecontractors, etc.B. To evaluate the comparative...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1970

Research reports

Report on qualitative research on attitudes and awareness of the Ford Cortina Mark III

The Ford Cortina Mark III was introduced to the home market in 1970, following the successful Mark I and Mark II versions. For a number of reasons, the launch was less successful than had been expected and a relaunch has beenproposed for September...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1971

Research papers

The road to riches fuelled by brand power

The latest, hot off the press, new BrandZ ranking of the Top 10 Automotive Most Valuable Brands (2013) will be announced. This fire-starter presentation will also provide an analysis of who is up and who is down, why, and trends since 2006, with...

Catalogue: Automotive Research Forum 2013: Driving Change, Driving Business
Authors: Nick Bull, Peter Walshe
Company: KANTAR TNS Malaysia
May 24, 2013

Research papers

The use of market and brand trend data deriving from the R.B.l. motorists diary panel in the United Kingdom

This paper sets out to illustrate by example the use of a Motorists Diary Panel covering both the petrol and motor oil markets. We have taken, two separate marketing activities which have had a profound effect on the market and a third example...

Catalogue: Seminar 1972: Panels
Authors: Roger Sargood, I. M. Hunt
Company: ESSO
June 15, 1972


Car clinics 3.0

For Toyota Motor Europe, the biggest challenge is capturing reliable consumers’ feedback in the beginning of the car development process before prototypes are build. As the first moments of exposure to a new car in the showroom are very...

Catalogue: Congress 2014: What Inspires?
Authors: Fatima El-Khatib, Ronny Pauwels, Wim Hamaekers
June 15, 2014