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Research papers

In-store radio

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs.The purpose of the analysis was to identify the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Authors: Craig T. Gugel, Rob Wolf
June 17, 2004

Research papers

Mergers and acquisition

The purpose of this paper is to analyse the mergers and acquisitions that have taken place in the Indian pharmaceutical industry, and develop a framework, which would provide directions for a successful merger. In the context of a spurt in the number...

Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics
Authors: Suday Karkera, Trilochan Raval
April 1, 2001

Research papers

Retail market measurement

The purpose of this chapter is to explain how market information based upon retail sales is derived and used by manufacturers and retailers to make better business decisions. Since the emergence of mass marketing, manufacturers of fast turnover...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: James Brooks, Tim S. Bowles
September 1, 1998

Research papers

Retail audit for durable goods

This paper will concentrate on consumer electronics products and proposes to investigate three main topics: 1. Why develop into retail research in China? 2. The operational issues faced in China when developing into retail research. 3. The...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Lionel Marquie
Company: GfK
November 1, 1996

Research papers

Retail audits

This paper examines Retail Audit data captured in Egypt using econometric modelling. The approach currently is not purely directed at forecasts or predictions but an understanding of trend movements. ARIMA and Transfer Function Modelling has been...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Bhawani Singh, Salil Punoose
March 1, 1996

Research papers

A bull in a China shop

The economy in China is growing at an unprecedented rate. It is forecast that its GDP will overtake the USA by the year 2030. While agricultural output is threatened by mass migration to the cities, the industrial, retail and financial sectors are...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Kate Shanahan, Trevor Sharot
Company: Nielsen
September 1, 1995

Research papers

The application of retail audit information in the Middle East

This paper describes how standard Retail Audit data can be enhanced "Management Information". The dynamism seen in the F.M.C.G's in the Middle East markets over the past two years with the explosive launch of new brands has focused the emphasis of...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Tony Antoniou
January 1, 1994

Research papers

Retail audit panels, international brands and advertsing expenditure in Hungary

The paper is divided into three parts. The first one describes the retail structure pre- 1989 and the rapid developments in the last 3 years in terms of the numbers and profile of retail outlets. The sources are official statistics and a retail...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Authors: Yiannis Papadopoulos, George Sphiktos
June 15, 1993

Research papers

Launching new magazines

The quest for a cheap and reliable method for developing and launching successful new products is probably futile. Indeed this paper proposes that for a firm to develop profitably it is not strictly necessary to be able to predict how well its new...

Catalogue: Seminar 1993: Competition In Publishing
Author: Michael Bird
June 15, 1993