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Research papers
Newspapers as fast moving consumer goods brands
The marketing term "FMCG" stands for "fast moving consumer goods" which are usually exemplified by grocery products such as baked beans or detergents. It is however obvious that few product areas provide such excellent examples of FMCG as the...
Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Author: Philip Wisson
November 1, 1995
Research papers
Quality planning
To what extent does present-day media research fulfil the needs of the user? From advertisers, especially, there is quite some criticism regarding the relevance of existing readership surveys. Although there is no doubt about the benefits of...
Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Vivian Beck, John Rodenburg
November 1, 1995
Magazines
Marketing and research today (November 1995)
Mediametrie conducted a panel in January-February 1993 called 75,000.The role of the panel was to compare recall and diary methods, as well as themain audience results. The first paper in the current issue explains how these methods differ and...
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
November 1, 1995
Research papers
To work or not to work
The unprecedented economic boom in China has resulted in a high demand for local managerial talent, as most multi-nationals have recognised that in order to sustain their business growth, they need to localise fairly rapidly. Consequently, the young,...
Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Khushi Khanna
September 1, 1995
Research papers
Opening markets and opening relationships in market research
In order to develop and implement effective marketing strategies, Western companies entering the East European countries should be well acquainted with the in-depth social and cultural processes that are taking place in these societies and how the...
Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Simeon Jelev, Kevin Duffey
Company: MAP Marketing Research Ltd.
September 1, 1995
Research papers
Changing attitudes towards fashion and clothing in Italy
In this paper I will focus on the rise and fall of Italian fashion fascination from a socio- cultural point of view and its consequences in the upper-end market. The first part looks at the socio-cultural background that led to an unprecedented...
Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Simona Segre Reinach
Company: GPF Inspiring Research
September 1, 1995
Research papers
Does market research really contribute to decision making?
Market research definitely contributes a great deal to certain kinds of decisions but leaves a lot to be desired in certain other kinds of decisions. Unfortunately, the marketing decisions where it does not add too much value are often the more...
Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Rama Bijapurkar
September 1, 1995
Research papers
