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Research papers

Comparison of survey responses among Asian, European and American consumers and their interpretations

Based on our experiences in conducting consumer surveys for the same product or product category from all over the world, we have accumulated a vast data base (over 8000 new products or line extensions) on survey responses using the same procedure...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1990

Research papers

Global advertising

Two opposing philosophies have divided the multinational advertising and marketing community. 1) There are certain universal consumer needs and values; therefore, it is possible to develop, a standardized advertising campaign in one market and export...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Peter Klein
June 15, 1990

Research papers

Anticipating social change in Eastern Europe

The purpose of this paper is to present RISC's experience in applying its specific socio-cultural expertise in the monitoring of social change to the former communist societies. The first part presents the ACE East program, its developments, and its...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Authors: Larry Hasson, Agnieszka Xrason
Company: RISC S.A.
June 15, 1993

Research papers

Latino youngsters

Youth (defined as 16-25) in Latin America is both an actor and a target of change. At that age, they are either at school (High school or University) or entering the productive world. Not only are they consumers (and vectors of fads, new values,...

Catalogue: Latin America 2008
Authors: Brieuc Martin-Onraet, Gregorio de Villa
May 13, 2008

Research papers

You can't judge a book by its cover!

This paper proposes a new research technique to resolve the issue of severe acquiescence bias seen in the Middle East. It identifies the factors responsible for this problem and investigates the role played by specific aspects related to social...

Catalogue: Congress 2008: Frontiers
Authors: Arun Joshi, Sagar Tamang, Himanshu Vashisthaz
Company: Nielsen
September 26, 2008

Research papers

Can survey gaming techniques cross continents?

The last years has seen a proliferation of more creative ways of asking questions in online surveys. More recently the idea of gamification has exploded onto market researchers' consciousness along with new ideas on how questions can be asked in...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Duncan Rintoul, Jon Puleston
April 17, 2012

Research papers

Globally irrational, locally rational?

Behavioral economics(BE) has been a big trend in market research and as it spreads across the globe, we need to consider whether we're as irrational as we seem to be. Insights from BE are often portrayed as universal human tendencies despite the fact...

Catalogue: Asia Pacific 2015: Asia Means Business
Author: Elina Halonen
June 15, 2015

Research papers

Comments on the paper by Mr. Wren and Mr. Taylor

As Wren and Taylor explained international comparisons might give ideas about differences between countries but they have to be handled with caution. They are a first step towards detecting gaps within markets.

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: Volker Just
May 3, 1971

Research papers

The cultural dimension and qualitative research

This paper attempts to posit a general theory of cultural differences and their implications to you as the international qualitative research practitioner. The model developed should, we believe, be used as a thought-provoker at the earliest stages...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Authors: Chris Robinson, Jenny So
June 15, 1990