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Research papers

The validation of marketing models

This paper is an attempt to discuss the concept of validation when applied to marketing models. It is suggested that "validity" is a highly complex notion that the marketing scientists inherited from various other disciplines. Unfortunately,...

Catalogue: Seminar 1975: Market Modelling
Authors: Claude Sanchez, Jean-Philippe Faivre
June 1, 1975

Research papers

International research is different

This paper sustains the thesis that market research on an international basis is a very different type of operation from single-country research, and that it requires a fund of experience and a combination of skills that is different from that...

Catalogue: Seminar 1976: International Market Research
Author: Paul Howard Berent
April 1, 1976

Research papers

Developing user information requirements

A methodology is developed in this paper to meet the complexity of identifying information requirements at top management level. The main problems with such a methodology are, firstly, to find a strategy for determining the essential information...

Catalogue: Seminar 1980: Information Systems In Action
Author: Ritva Rautkylä
June 15, 1980

Research papers

TV advertising pre-testing

Early in 1974 Albemarle Market Research were asked by John Player & Sons to conduct a review of TV advertising pre-testing methods and to devise an optimum research solution. The theme of this conference is Research that works for today’s...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Roger S. Parkyn
June 15, 1980

Research papers

A marketer's view

As an integral part of Marketing Management, Marketing Research must certainly service the needs of the user, once these have been clearly defined. It would, in my view, be quite wrong, however, to let Market Research play a passive role in the...

Catalogue: Seminar 1976: International Market Research
Author: Alexander Christiaan Helfrich
Company: Shell Global
April 1, 1976

Research papers

Resourcing the marketing research capability

Marketing research for me (and most users) includes the systematic analysis of all the relevant market data and most certainly includes company sales information as well as market survey findings. It follows then that the capability is one of...

Catalogue: ESOMAR Congress 1989
Author: John D. F. Martyn
September 1, 1989

Research papers

The contribution of M.M.I.S. to effective industrial marketing management

The paper presents some basic and practical considerations for establishing and using a as well as the contribution of the M.M.I.S. to effective industrial marketing management. In contrast to M.M.I.S. for consumer goods marketing, the idea of an...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Author: Milan Jurse
June 15, 1987

Research papers

The use of market research in international marketing management

In the context of this paper, I have restricted the term "International Marketing" to cover only the marketing of consumer goods with substantial advertising appropriations, i. e. appropriations aimed at and intended to create consumer demand for a...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Roger Goldsmith
June 15, 1965

Research papers

The marketing management of research and development

There are many difficulties to be overcome when the attempt is made to introduce market research techniques into R&D. It is not only the resistance of technically minded scientists and managements, but the subject matter itself is full of pitfalls....

Catalogue: ESOMAR Congress 1966
Author: Max K. Adler
September 1, 1966