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Research papers

Desperately seeking 'cool'

In adult social groups, there are few trend-setters and many followers. In some situations, it is essential to isolate the trend-setters' opinions and attitudes in order to predict the trends and behaviours of the masses. The trend-setters phenomenon...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Marianne de Souza
Company: MSM
October 22, 1997

Research papers

Qualitative marketing research

For quite some time now, marketing researchers found themselves at a distance from the TRUE decision making level of marketing contexts. Now, as the marketing environment becomes increasingly complex, it is evident that the role of the marketing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Author: Marianne de Souza
Company: MSM
December 1, 1995

Research papers

International qualitative research: A critical review of different approaches

This paper has been written by three practitioners who have not only co-ordinated studies all around the globe but have been co-ordinated as well, both by client companies as well as other research institutes. The approaches examined in this paper...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Marianne de Souza, Monika Bhaduri, Timm Sweeney
June 15, 1993

Research papers

Marketing techniques and the universe of childhood and adolescence

The aim of this paper is to demonstrate the need to implement a specific and adapted procedure in marketing studies among children and adolescents. This procedure is drawn from various work conducted on the universe of childhood as well as from...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Authors: Marianne de Souza, Marguerite de la Menardiere, Pauline de Minvielle
Company: MSM
June 15, 1990

Research papers

For a better understanding of individuals

This new material can be analysed in the same way as verbal material. We start with a content-analysis and a symbolic, metaphorical and psycho-analytical interpretation of the signs sent out, just as we would with words. The only difference is that...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: Marianne de Souza
June 15, 1984

Research papers

Experiment on a consumer computer communication system

Interactive videotext is a system enabling the user to obtain information by telephone, this being connected to an information-providing service by means of a small terminal with screen and keyboard. The procedure is interactive in that it implies...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Jean-Jacques Bertrand, Marianne de Souza
June 15, 1982

Research papers

Experiment on a consumer computer communication system (French)

Interactive videotext is a system enabling the user to obtain information by telephone, this being connected to an information-providing service by means of a small terminal with screen and keyboard. The procedure is interactive in that it implies...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Jean-Jacques Bertrand, Marianne de Souza
June 15, 1982

Research papers

Contribution of qualitative research techniques to the definition of product and communication strategies in the holiday field

I propose to devote my attention to the interest of qualitative methods and the way in which they complement quantitative techniques. The intention is not to present, as such, the results of any one particular study, but rather to reflect on the...

Catalogue: Seminar 1977: Travel And Tourism
Author: Marianne de Souza
June 15, 1977