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Research papers

Psychographic analysis of the Mexican (Spanish)

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Abraham Nadelsticher, Fausto Rivero
Company: Nestlé
September 1, 1992

Research papers

The application of consumer research to marketing synthetic fibres

The 1960's have marked dramatic growth in consumption of fully-synthetic fibres. In 1960 they accounted for only of the consumption of the world's textile industries - by 1969 over 20/0 of fibre used was synthetic, consumption being concentrated in...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: S. J. Dobbie, J. l. Harrison
September 1, 1970

Research reports

Insights in times of COVID-19

ESOMAR, as the global voice for the data, insights, and market research industry, has been guiding theindustry in the undeniable challenging times that the world has been going through for a number of weeksnow. This report is another effort to...

Catalogue: ESOMAR Publications
Author: ESOMAR B.V.
May 26, 2020

Research papers

Application of life style studies media planning by motivational-psychological criteria

In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Heinz Retsch
June 15, 1980

Research papers

The video cassette recorder in Australia

During 1984 advertisers in Australia began to be concerned that the video-cassette recorder (VCR) was eroding the size of the audience for live television, and as a result, reducing the frequency by which users of a VCR were being exposed to...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Authors: A. T. Wheeler, Martin L. James
June 15, 1986

Research papers

Short term diaries

Information about events which happen with great regularity are, individually, of such small importance that no individual could be relied on to list them accurately from memory. But each individual event, when added together, can have very important...

Catalogue: ESOMAR Congress 1968
Authors: John Bermingham, Bryan A. Bates
June 15, 1968


In pursuit of happiness

The socially-responsible Fabindia is significantly investing in creating a unique 'Data Management Platform' & 'Customer Information & Insights Management System (CIIMS) that will result in a never-before 'Single Customer View'. Our belief is that a...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Authors: Karan Kumar, Surabhi Talwar Sekhar
May 23, 2018

Research reports

Quantitative and attitudinal research advertisement testing for Texaco Ltd.

Texaco Oil Company Ltd. plans to introduce a new marketing campaign designed to encourage consumption of Texaco petrol. An important element in the proposed campaign would be the incorporation of the slogan:' Texaco, Power for the people'. This...

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

Research papers

Experimental methods in marketing

Very little is to be found in specialised marketing literature on experimentation. As in the sciences in general the earliest steps forward in marketing were made as a result of using methods of observation. Data are collected either within the...

Catalogue: The European Marketing Research Review 1971
Author: Yves Fournis
June 15, 1971