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Research papers

The importance of brand preference in adolescence for brand loyalty later on

How great is the brand-loyalty of adolescents? This is a crucial question of brand advertising and marketing strategies directed towards young people. In this study, carried out in 1984 data on brand-use and brand-preference was collected for 1970...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Brigitte Melzer, Astrid V. Middelmann-Motz
June 15, 1984

Research papers

Planning advertising strategy

Markets are segmented in many ways, most of which do not bear on the advertiser's problem. The objective is to find the one decisive mode. 2. The consumer weaves a whole world of meanings, values and associations around products. Many of these are...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Daniel Yankelovich
June 1, 1966

Research papers

Research on values and consumer trends in Norway

This paper is a brief presentation of the bi-annual survey called The Norwegian Monitor, an extensive survey mapping the value-pattern of the population. The value-pattern describes people's convictions and objectives in life, and can therefore...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Erik Dalen
June 15, 1989

Research papers

Europe 1992

The primary responsibility of the World Gold Council (W.G.C.) is to stimulate the demand for gold in all its end uses through promotion. Since two-thirds of newly mined gold is used in jewellery manufacture, this consumer-driven market is the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Sylvia Ruscheweyh, David Beazley
June 15, 1991

Research papers

Performance monitors to aid business decision making

This paper explores how Royal Mail International successfully used a performance monitor to more effectively focus on customer needs in an increasingly competitive market. The main objective of the research was the accurate measurement of customer...

Catalogue: Seminar 1992: Business To Business Marketing
Authors: Diana Brown, Tom Perrott
June 15, 1992

Research papers

Testing fragrances for personal products in the Middle East

In the Middle East, consumer testing of fragrances for personal products poses all of the same methodological problems as in other parts of the world, plus some particular problems having to do with the place of perfume in Moslem culture. The...

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

Research papers

Human relationships in organized holidays (French)

The travel Agency who entrusted the OFFICE TECHNIQUE DE LA VENTE with the study has met with a considerable increase of sales in the last few years. Therefore the Agency is obliged to study permanently the range of organised holidays to be proposed...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Pierre Ouvrard
August 1, 1967

Research papers

The detailed evaluation and analysis of the cardiovascular market in Russia

The paper reports the results of a detailed study of the cardiovascular marketplace in Russia. This was a diary study executed among 97 generalists and 50 specialists working in polyclinics across Russia. The study covered all aspects of 2,367...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Marianne Fletcher, Natasha Retejum, Stephen Godwin
Company: KANTAR TNS Malaysia
June 1, 1995

Research papers

Subscribers and their magazines

The media research information about the magazine market-oriented medium has evolved in the sense of scaling up the public-lexicon of its socio-economic characteristics. The information we have today revolves around "who" and "how many" read. And...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Maria Luiza Antunes, Marcello Augusto Alvarenga, Katsura Nakamura Eguti
May 1, 1997