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Research papers

Understanding from within

Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Debi Prokash Basu, Dipesh Chakrabarty
September 1, 1996
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Citation

Basu and Chakrabarty (1996a, September 01). Understanding from within . ANA - ESOMAR. Retrieved May 06, 2024, from


https://ana.esomar.org/documents/understanding-from-within-


Research papers

Advertising effectiveness and marketing productivity where the market cannot afford too much electronic wizardry: The experience of creating and running a single source panel in India

Electronic technology has introduced the personal TV meter and product pack scanning and other devices into sophisticated measurement of advertising and product purchasing. The costs are too high for the methodology to be used in many countries and...

Catalogue: ESOMAR Congress 1988
Authors: Debi Prokash Basu, John Parfitt
September 1, 1988
×

Citation

Basu and Parfitt (1988a, September 01). Advertising effectiveness and marketing productivity where the market cannot afford too much electronic wizardry: The experience of creating and running a single source panel in India. ANA - ESOMAR. Retrieved May 06, 2024, from


https://ana.esomar.org/documents/advertising-effectiveness-and-marketing-productivity-where-the-market-cannot-afford-too-much-electronic-wizardry-the-experience-of-creating-and-running-a-single-source-panel-in-india