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Research papers

From clay model to consumer satisfaction

This paper describes the role of marketing research, both at the desk and in the field, centrally and locally, in developing and marketing the new Volvo. It touches on the problems of positioning a concept that was entirely new for the company in a...

Catalogue: ESOMAR Congress 1987
Authors: Daniela Maiani, Chris Van Scbijndel, Joop van der Vegt
September 1, 1987

Research papers

New consumers, product innovation and product renovation

I will try today to give you my views on how I see the food industry future. The future will bring rapid change, a need to anticipate change, to inspire it, to shape it when useful, to react to it even when it is less palatable but...

Catalogue: ESOMAR Congress 1987
Author: Camillo Pagano
Company: Nestlé
September 1, 1987

Research papers

Global state of mind

This paper offers a comparative view of where mankind stands today. In other words? it deals with the question: Who thinks nationally or globally with respect to what issues? The assessment of the global mind is done on the basis of regional reports...

Catalogue: ESOMAR Congress 1987
Authors: Daniel Frei, Seymour Martin Lipset, Frederick C. Turner
September 1, 1987

Research papers

New market research instruments through the application of high technologies (German)

This presentation shows to what extent "High Technologies" are utilised in the various fields of market research. Obviously the two most important areas, namely Ad-hoc Research and Panel Research have obtained important impulses by applying advanced...

Catalogue: ESOMAR Congress 1987
Author: Heinrich A. Litzenroth
Company: GfK
September 1, 1987

Research papers

The application of micro-modelling to predicting total market mix potential

In this paper, following a review of the historical development of research methods for predicting volume sales and brand shares of new products, a new model (MicroTest) is described which uses information gathered in a concept/product test for...

Catalogue: ESOMAR Congress 1987
Authors: Rory P. Morgan, Brian C. Pymont, Julian R. Bond
September 1, 1987

Research papers

The next decade

The world is quickly becoming smaller, local market conditions are shifting into the background, international marketing issues demand increased attention. Technology and the communications revolution can cause frontiers to disappear: competition is...

Catalogue: ESOMAR Congress 1987
Author: Justus Veeneklaas
Company: Philips International
September 1, 1987

Research papers

The structure chart

Our experiments have led to the formulation of a "structure chart", which effects an innovatory integration of qualitative and quantitative research, producing a harmonic yet distinctive interpretation of . "realistic" data (functional and...

Catalogue: ESOMAR Congress 1987
Authors: Camillo Dagradi, Bruna Spataro, Laura Frontori
September 1, 1987

Research papers

A new service transforms members of a club into clients of a company

A new product or service can open, for some corporations, the way of re-conquering a tired clientele, or attracting a new one. The Catalonian Automobile Club (Reial Automdbil Club de Catalunya), looked at itself, until 1985 and after 80 years of...

Catalogue: ESOMAR Congress 1987
Author: Susana Tisler
September 1, 1987

Research papers

Advertising testing measuring recall and persuasion

In recent times, simulated market models have been developed and validated to predict the penetration of new products in the real market situation. The copy quality input has been measured by two factors: the awareness and the persuasion. Copy tests,...

Catalogue: ESOMAR Congress 1987
Author: Anja Schweiker
Company: Burke, Inc.
September 1, 1987