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Research reports

Dunlop worldbeaters advertising concept research

A series of concepts have been developed for a new TV campaign for Dunlop Worldbeaters. The objectives of this research were:1. To examine the attitudes of motor car owners who havebought replacement radial tyres recently;2. To obtain...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
November 1, 1976

Research papers


The paper discusses a new market research data collection technique designed to become part of a combined product/market forecasting system. The market research described is particularly applicable to product planning in mature markets where repeat...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: J. L. Green
June 15, 1977

Research papers

The importance of marque

Most market surveys, for reasons of cost, are generally limited to owners of cars within particular sectors; the definition generally includes people who have bought a car of the type specified in recent years. Necessarily within such a sample there...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Ken Clarke, Bob McDowell
Company: KANTAR TNS Malaysia
June 15, 1996

Research papers

Quality service

The paper describes a piece of research that has been coordinated by Eurisko, on behalf of Ferrari. The study was aimed at measuring customers’ satisfaction with the treatment they receive at the dealerships, during the purchase and the after...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Claudio Bosio, Beatrice Cito Filomarino
Company: GfK
June 15, 1996

Research papers

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000
Authors: R. Scott Evans, Pat Richards
July 1, 2000

Research papers

Does free choice lead to higher satisfaction?

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set.This paper challenges this logic and investigates the conditions under which consumers are happier...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Author: Ofer Zellermayer
March 1, 2004

Research papers

Marketing to women in traditionally male markets

The paper discusses the influence of more non-married women, more working women, more supermarket shopping and a generally increased need to share activities with their husbands, as reasons why women are encroaching into traditionally male markets.

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making
Author: Maggie Stanway
June 18, 1980

Research papers

A consumer model of the European car market

B1 Cars is a major producer of British cars. During the 1970’s it lost the dominance of the British car market, and required rescue by government ownership. It has now been restructured and expects the 1980’s to be a period of regrowth. The...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Authors: Philip Wade, Ronu K. Majumder
June 15, 1983

Research papers

The dealer as a customer

Vehicle manufacturers, their dealers, who they should regard as their customers, and the individuals or organisations who buy vehicles (who should be regarded as the dealer's customers) have an inter-dependent relationship. The manufacturer needs...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Ron Sewell
June 15, 1992