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Research papers

The rise and power of online communities in the network economy

The paper relates to the use and value of business-to-consumer online communities in the network economy. It uses empirical research, such as observation and moderated email groups to understand the value of online communities in building and...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Alexandra Trabak
September 1, 2000

Research papers

What makes a website 'sticky'?

Relationship, one-to-one, and permission marketing are just some of the new marketing lexicon terms used to describe online marketing strategies. It appeared to the authors that although these terms were much in evidence, little empirical work had...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Martin Oxley, Jeff Miller
Company: Burke, Inc.
September 1, 2000

Research papers

Targeting customers

Commerce players have a compelling economic incentive to retain customers, because it is more expensive to acquire new customers than it is to retain existing ones. While companies have used a multitude of tactics to foster loyal relationships,...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Phil Dwyer
September 1, 2000

Research papers

How new and different are consumers in the digital marketplace?

Will the digital marketplace redefine consumer lifestyles? Does networking improve the quality of our lives? What is the overall trend when it comes to internet usage and what trends can be observed with respect to specific sites and services? In...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 2000

Research papers

Leveraging data and adding value

This paper describes how 3M utilized an award-winning frequency marketing program, Reminder Service, to increase learning and add to customer value. Recognizing the potential value of the data being collected on consumer behavior, 3M solicited...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Paulette Goggins, Joán E. Palmquist
September 1, 2000

Research papers

eHealth

This paper shows how with the aid of seven central questions, the potential success of ‘eHealth’ (the sale of medicines over the internet) can be ascertained and implications deduced for marketing. A survey of doctors, pharmacists and...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Harald Hasselmann
Company: Ipsos MRBI
September 1, 2000

Research papers

Fasten your seat belts, we are going on a digital ride

The growth of cross-disciplinary practices will aid the convergence of consumer research and market research impacted by the trends all being pushed forward by networking. As decision-making gets pushed down and out into critical regions/businesses,...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Randall G. Emond
Company: Philips International
September 1, 2000

Research papers

How are new interactive relationships with customers changing the face of marketing

This paper examines the growing need for electronic data security measures to be put in place in market research organisations. It uses research available in the United Kingdom on private companies and how they handle data security to illustrate that...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Rana Tassabehji, Marian Sudbury
September 1, 2000

Research papers

Qualitative computing for marketing and business

In business and marketing, qualitative research is needed but rarely accepted. Data from focus group discussions, case histories or interviews requires qualitative analysis if the researcher is to discover new meanings in accounts or interpret...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Tom Richards, Lyn Richards
September 1, 2000