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Research papers
Conjoint measurement and real options
The authors argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product's success. The paper explores the importance of finding a crucial link between marketing and finance in product...
Catalogue: ESOMAR Conference on Marketing 2004
Authors: Marek Dietl, Radoslaw Rejman
October 10, 2004
Research papers
Marketing science and market research
In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...
Catalogue: ESOMAR Conference on Marketing 2004
Author: Peter S.H. Leeflang
October 10, 2004
Research papers
Hunting B2B technology innovations
Developing innovative applications for existing data sources and techniques is the hallmark of good research organizations. Researchers and strategists optimize their investment in data and methodological expertise when they effectively repurpose...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: R. Scott Evans, Anne P. Bartlett
September 19, 2004
Research papers
In retrospect... Lessons learned
This paper provides the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line.By now the study has become an ongoing process to identify how market...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Dirk Huisman
September 19, 2004
Research papers
Consolidating the role of market research in business decision by extending our skill set into business consultancy
This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality of information-based decision-making.By extending...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: David Smith
September 19, 2004
Research papers
Product relevance as basis for market defragmentation and strategic decision-making
Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Jeroen Rietberg, Philip Bird
September 19, 2004
Research papers
A roadmap for developing an integrated, audience-focused, market research-driven organisation
Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures employed. Further, market research managers...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Don E. Schultz, David Haigh, Heidi F. Schultz
September 19, 2004
Research papers
