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Research papers

Relating internal and external data

The purpose of this paper is to provide a short review of some of the information needs underlying the requirements for a Marketing Management Information System with particular emphasis on relating internal information to external data whether...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Author: Anthony Dent
Company: Burke, Inc.
June 15, 1987
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Citation

Dent, A. (1987a, June 15). Relating internal and external data. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/relating-internal-and-external-data


Research papers

Forecasting new over-the-counter drug sales at various price levels

In this paper, several case examples, including several new self-diagnosed test products are presented. Detailed description of the pre-test market procedure, including the use of either printed concept material or TV commercial with product trial...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry
Author: Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1987
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Citation

Lin, L. Y. (1987a, June 15). Forecasting new over-the-counter drug sales at various price levels. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/forecasting-new-over-the-counter-drug-sales-at-various-price-levels


Research papers

Developing an international advertising strategy for Johnnie Walker red label

The paper describes the preliminary research carried out and the thinking that prompted it. It goes on to discuss, specifically, the evolution of an advertising 'matrix' for use on a global marketing basis and how one element of it, the famous...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Monika Bhaduri
Company: Burke, Inc.
June 15, 1986
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Citation

Bhaduri, M. (1986a, June 15). Developing an international advertising strategy for Johnnie Walker red label. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/developing-an-international-advertising-strategy-for-johnnie-walker-red-label


Research papers

Getting the basics right

The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1986
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Citation

Sampson, P. (1986a, June 15). Getting the basics right. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/getting-the-basics-right


Research papers

Estimating sales volume potential for new innovative products with case histories

Estimating sales volume potential for new innovative products is generally quite difficult. Traditional comparative measurement methods of presenting to potential consumers some competitive products along with the new unique product is obviously not...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Lynn Y.S. Lin, Alain Pioche, Patrick G. M. Standen
Company: Burke, Inc.
June 15, 1986
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Citation

Lin, Pioche and Standen (1986a, June 15). Estimating sales volume potential for new innovative products with case histories. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/estimating-sales-volume-potential-for-new-innovative-products-with-case-histories


Research papers

Qualitative research in Europe

The paper comments on qualitative research as it is carried out at present in Europe according to different 'styles'. What is referred to as the "new" qualitative research is discussed and the view expressed that it has emerged from dissatisfaction...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1985
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Citation

Sampson, P. (1985a, June 15). Qualitative research in Europe. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/qualitative-research-in-europe-2654


Research papers

Tangible and intangible reasons for new product failure

This paper will summarize the reasons for these new product failures, concluding with specific recommendations based upon fifteen years' experience in researching and monitoring the progress of over 2000 new packaged goods launched in both the U.S....

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1985
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Citation

Lin, L. Y. (1985a, June 15). Tangible and intangible reasons for new product failure. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/tangible-and-intangible-reasons-for-new-product-failure


Research papers

Price sensitivity, does it increase during a recession?

In this paper, the authors describe a method which has been tested over many years. It offers a means for testing the sales effect of price decisions before the new price has been released on the market. Thus marketing companies can evaluate pricing...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Alain Pioche, Lynn Y.S. Lin, Patrick G. M. Standen
Company: Burke, Inc.
June 15, 1984
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Citation

Pioche, Lin and Standen (1984a, June 15). Price sensitivity, does it increase during a recession?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/price-sensitivity-does-it-increase-during-a-recession-


Research papers

Strategies for utilizing single source consumer panel records (product bar codes) to determine effective media frequency

This paper describes a new technology that will potentially improve specificity in targeting advertising. After a long period of little industry attention, the effective targeting of advertising has recently been given greater priority by the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Jan Willem Bol, Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1984
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Citation

Bol and Lin (1984a, June 15). Strategies for utilizing single source consumer panel records (product bar codes) to determine effective media frequency. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/strategies-for-utilizing-single-source-consumer-panel-records-product-bar-codes-to-determine-effective-media-frequency