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Research papers

Day-in-the-life-visits

Many information technology companies use marketing research as a reality check during product design and testing: research is used to evaluate the products, ascertain user/customer judgments, and the viability of user/customer interfaces....

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Deborah Mrazek, Norman Dyer, Susan Dray
September 1, 1995

Research papers

Action-based system to maintain customer loyalty

In 1993 Deutsche Telekom began to tackle systematically the issue of customer satisfaction. To this end, Deutsche Telekom uses the TRIM system from Infratest AG in Munich. TRIM produces data about customer loyalty and customer satisfaction with...

Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Johannes Adler
Company: Deutsche Telekom
September 1, 1995

Research papers

The meaning of colour on packaging

In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroughly, which is moreover based on theoretical...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Jetty M. M. Plasschaert, Marlies Wilms
Company: PQR-Research
September 1, 1995

Research papers

Capitalism and the foreign investor

These unique surveys of Russia's regions offer insights into the development of one crucial aspect of capitalism -- attitudes and policy preferences among both opinion leaders and the general public. Begun in 1994 and continuing today, these surveys...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Elena I. Bashkirova, David A. Jodice
Companies: ROMIR, D3 Systems, Inc.
September 1, 1995

Research papers

Corporate identity

Market research is playing an increasingly important role in corporate identity programmes. Such programmes call for action-oriented research to guide specific decisions on current and desired image, in monitoring the marketing environment, and in...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Philip Dover, Roy Croft, Robert Kopp
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

Research for corporate decisions

The ABN AMRO bank has outsourced the Consumer Marketing Research Department. The NIPO the major Marketing Research company in the Netherlands handles all the marketing research for the consumer market. The NIPO consultant has responsibility for the...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Jan Bouts, Marga Brijs
Company: NIPO
September 1, 1995

Research papers

Scanner-based data applications for improving FMCG sales and marketing efforts

Electronic Point Of Sale (EPOS) data from grocery store scanners have led a revolution in the way manufacturers and retailers use data for strategic and tactical decision making. The industry continues to change, with more robust, actionable...

Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Thomas Harris
September 1, 1995

Research papers

Big deal

This is a quantitative analysis of the advertising philosophy of ten prominent people in Dutch advertising - five from big commercial firms, e.g.: Mora (Lever) and DE (Sara Lee), and five from big advertising agencies, e.g.: Saatchi & Saatchi and...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Marten Brouwer, Nina Binnendijk
September 1, 1995