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Research papers
If this child were a car, what sort of car would it be?
Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural differences. How can research be carried out on a...
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Author: Barbie Clarke
November 28, 2004
Research papers
Signs and wonders
The success of semiotics as a research methodology has led to the absorption of some of its key methods into mainstream research (e.g. communication decoding, identifying emergent culture). If it is to have a future, semiotics must consider the role...
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Author: Alex Gordon
November 28, 2004
Research papers
Hide n' seek
This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.The paper demonstrates how a creative research design involving semiotics makes it possible to understand...
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: James Potocki, Lyn McGregor
November 28, 2004
Magazines
Research World (November 2004)
From 2001, ARF and ESOMAR organised three Research Leaders Summits (RELEAS) for leading providers and mr clients to initiate effective facilitationfor the market research industry. Following the RELEAS, the World Industry Network (win) was...
Catalogue: Research World 2004
Author: ESOMAR B.V.
November 1, 2004
Research papers
Understanding consumer behaviour
Years of experience with market research led to some key questions, especially those related to information delivery, that could be used in a tactical as well as in a strategic way.The second challenge was to define information and customer needs in...
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Luiz Fernando Goes, Sonia Bittar
October 24, 2004
Research papers
Women of Class C
This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Andrea Costa, Katia de Freitas Benchimol, Nelsom Marangoni
Company: IBOPE Inteligencia
October 24, 2004
Research papers
Being American
Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more towards the government of George Bush than at the...
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Nic Hall, Silvia Aquino
October 24, 2004
Research papers
How does a virtual brand community emerge?
This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.Based on a netnographic...
Catalogue: ESOMAR Conference on Marketing 2004
Authors: Abdelmajid Amine, Lionel Sitz
October 10, 2004
Research papers
