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Research papers
Changing marketing problems require flexible MMIS approaches
The authors will present case studies based on different datasources, methods and approaches which are necessary to solve the marketing problems.
Catalogue: Seminar 1984: Market Research And M.M.I.S.
Authors: Thomas R. Ottinger, Manfred Grünerwald
January 25, 1984
Research papers
The use of transactional analysis in the development of a new brand's personality
We have attempted to address in an approach to measurement we have called 'Brand Diagnosis'. Our objectives in doing so were to combine the 'divergence' of a qualitative research methodology with a method of analysis which would simulate the...
Catalogue: Seminar 1983: New Product Development
Authors: Max Blackston, Margaret Holmes
Company: Marplan Forschungsgesellschaft mbH
November 2, 1983
Research papers
Product screening and product optimization
In this paper, I shall discuss an alternative approach which, although developed in the early fifties, has only recently been applied for the development of consumer goods and which is based on Response Surface Methodology (RSM) and the use of...
Catalogue: Seminar 1983: New Product Development
Author: Juergen Schwoerer
November 2, 1983
Research papers
Me too and us
This paper attempts to see how market researchers can plan to make use of this third emotional image area to help sell their products. There are perhaps some consumer marketing practices from which pharmaceutical companies could learn. We try to...
Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Author: Colin N. Maitland
June 15, 1983
Research papers
A new approach in audience measurement for print media
In our continuous Australia-wide Readership Survey, we interview about 26000 people each year. Each month two different cross-sections, each of about 1100 people, are interviewed. For dailies, weeklies and monthlies, different economical and quick...
Catalogue: Seminar 1982: Improving Media Research
Author: Roy Morgan
Company: Roy Morgan Research Pty Ltd
June 15, 1982
Research papers
Life style applications to bank customers
After scientific institutions, publicity media and mass products advertisers, banks are wondering now about the usefulness of life style in their everyday activities. As to Crédit Agricole, its marketing research was devoted to the development of...
Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Authors: Anne Pugnet, Jean-Claude Coutin
June 15, 1982
Research papers
The personalisation of the institution in order to establish the images of the major British banks
This paper describes the experimental application to the identification of bank images of a technique previously used to differentiate between consumer goods such as lagers and perfumes where differences were subtle. The approach is based on the use...
Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: John F. Swift
June 15, 1982
Research papers
Life style applications to bank customers (French)
After scientific institutions, publicity media and mass products advertisers, banks are wondering now about the usefulness of life style in their everyday activities. As to Crédit Agricole, its marketing research was devoted to the development of...
Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Authors: Anne Pugnet, Jean-Claude Coutin
June 15, 1982
Research papers
