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Research papers
Against all odds!
The challenge of establishing a leading brand in terms of market share and pharmacist recommendation in the OTC segment of pain relievers proves to be the ultimate task for marketing and market research: the coping strategies of sufferers seemed too...
Catalogue: Global Healthcare 2010: Trends And Innovation Booster
Authors: Dirk Frank, Marcus Neureiter
Company: GSK
March 3, 2010
Research papers
How to tell snake oil from white elephants from real innovation in market research
This paper reviews the history of innovation and mistakes in order to use the power of hindsight to improve foresight, in particular to improve the chances of spotting whether a new idea is powerful piece of innovation or an expensive folly.
Catalogue: Innovate 2006
Author: Ray Poynter
May 10, 2006
Research papers
Probing investor's psyches
Much of economic and financial theory is based on the notion that individuals act rationally and consider all information in decision-making. However, substantial evidence points to the contrary.A case in point is stock trading, where academic...
Catalogue: Asia Pacific 2006
Authors: Verapong Paditporn, Vibhas Ratanjee
Company: Gallup International Association
March 19, 2006
Research papers
Transforming research execution
This paper assesses the opportunity of offshoring for the market research industry.The paper examines the benefits and risk involved in the execution of the various market research processes from the perspective of a research organization.
Catalogue: Global Healthcare 2006
Author: Siraj Dhanani
February 6, 2006
Research papers
Product media index in Hungary
This paper describes a possible way to reduce the risk of a common client requirement, namely 'to know everything from one survey'.Facing the dilemma of unrealistically long questionnaires of single-source surveys from time to time lead us to find a...
Catalogue: ESOMAR Panel Research Conference 2005
Authors: Rita Vella, János Bacher
Company: GfK
April 17, 2005
Research papers
The ten commandments for a successful merger and acquisition in marketing research
This paper reviews key issues of the industry consolidation process which has reshaped the landscape, describe the failure rates observed and state the key dimensions that should be carefully considered in order to reduce these risks.
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Jorge GarcÃa-González
September 14, 2003
Research papers
Living with risk
Risk-taking is central to modern business, and the source of energy which drives wealth creation. Understanding and predicting risk therefore places market research squarely in the boardroom, instead of tinkering on the sidelines. The results of...
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Peter Cooper, Thomas A.W. Miller
Company: QRi Consulting Ltd.
September 22, 2002
Research papers
Moving marketing research activities to the Internet
Marketing research is a multi-dimensioned discipline. There are alternatives as to how one might go about reducing the risk of a bad decision. So, while the role of research, may be pretty simple, exactly what research to conduct in a given situation...
Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment
Author: Karl Irons
June 15, 2000
Research papers
