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Research papers

From passivity to interaction?

The paper raises questions about the adequacy of conventional qualitative research techniques for the future. A change in orientation and practice is needed if we are to develop a meaningful understanding of consumer responses to the advanced brand...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Christine Restall, Richard Auton
September 1, 1996
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Citation

Restall and Auton (1996a, September 01). From passivity to interaction? . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/from-passivity-to-interaction-


Research papers

Brands across boundaries

The paper argues for a new research approach to provide more relevant and actionable information about consumer-brand relationships for those concerned with marketing brands on an international scale in the 1990's, It describes a contemporary vision...

Catalogue: Seminar 1990: Countdown to 1992
Authors: Carol Coutts, Richard Auton
June 15, 1990
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Citation

Coutts and Auton (1990a, June 15). Brands across boundaries. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/brands-across-boundaries