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Research papers

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Rosie Riley, Aurora Yasuda
Companies: KANTAR TNS Malaysia, IBOPE Inteligencia
May 1, 1995

Research papers

The function and positioning of the market researcher regarding total quality programmes in Brazil

The objective of this paper is to discuss the challenge of the Total Quality Programmes for the market researcher. The philosophy of quality managing started to develop in Brazil in the late 1980's, following the track of world-wide trends. The...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Author: Maria Aparecida J.S. Schoenacker
May 1, 1995

Research papers

The function and positioning of the market researcher regarding total quality programmes in Brazil

The objective of this paper is to discuss the challenge of the Total Quality Programmes for the market researcher. The philosophy of quality managing started to develop in Brazil in the late 1980's, following the track of world-wide trends. The...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Author: Maria Aparecida J.S. Schoenacker
May 1, 1995

Research papers

The paths of information

This paper looks for an answer for the new identity to be undertaken by newspapers, before the growing pressure being exerted on this media by the development of new means of data storage, access and distribution, particularly on line information. It...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Ana Konder, Ethel Scliar
May 1, 1995

Research papers

A 2E2N approach to customer satisfaction surveys

This paper describes a two stage customer satisfaction methodology that identifies the relevant attributes in products or services, evaluates their importance degree, qualifies the attributes from the point of view of their nature, evaluates the...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Author: Luiz Sá Lucas
May 1, 1995

Research papers

Evolution of mass media and the measurements of its audience in Latin America

The introduction shows that television has a higher share of ad spend in Latin America than in any other part of the world. This leads to an even higher share of television in the media research budgets. The following parts review the introduction...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Ricardo Mariño, Alberto Arnaldo
Company: IBOPE Inteligencia
May 1, 1995