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Research papers

From identifying need states to testing in virtual reality

Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). The benefits of category management for supplier organisations are maximised when a purchase marketing...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maureen Johnson, Paula Felice
September 1, 1998

Research papers

Turning swords into plough shares

Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand. Manufacturers share information with retailers to help...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Danielle Pinnington, Maureen Johnson
September 1, 1996

Research papers

Taking the english apple to Spain

This paper discusses the background to the Adams launch into Spain. The approach to the research and methodology are covered in some detail. The foundation for the research programme was provided by an appraisal of the Spanish retail scene conducted...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Authors: Bill Allen, Maureen Johnson
June 15, 1993

Research papers

The application of market research to retail merchandising

As the retail trade faces up to the reality and consequences of retail saturation together with an increasingly demanding customer, so it is being forced to understand and react to that consumer. Gone are the days of pile it high, sell it cheap...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: Maureen Johnson, Gill Welch
June 15, 1989

Research papers

The application of geodemographics to retailing- Meeting the needs of the catchment

This paper discusses the role of geodemographics in retailing and its contribution to retail segmentation, store ranging and customer service. It provides an overview of the status of this new ’science’ in U.K. retailing, drawing on key...

Catalogue: ESOMAR Congress 1988
Authors: Keith Coxon, Maureen Johnson
September 1, 1988

Research papers

The impact of changes in retailing on promotions research

No one would dispute that over the last two decades there has been a dramatic shift in the balance of power between manufacturer and retailer. Whilst perhaps most evident is the grocery sector this has extended to roost other areas of retailing. This...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Maureen Johnson
November 6, 1985

Research papers

Amoco (U.K.'s) use of the R.B.L.

This paper is concerned with the R.B.L.-Forecast Motorists Diary Panel and sets out to illustrate how Amoco, a relative newcomer to the U.K. petrol market, has made effective use of the panel data in its development programme. The first part of the...

Catalogue: Seminar 1982: The Effective Use Of Panels
Authors: Maureen Johnson, Robin Cornell
June 15, 1982