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Research papers

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Yaman Akalin, Peter Sampson
Company: Burke, Inc.
September 1, 1996

Research papers

Understanding from within

Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Debi Prokash Basu, Dipesh Chakrabarty
September 1, 1996

Research papers

Measuring audience for unaddressed printed matter

More than 21 billion of unaddressed printed matter distributed in France in 1995! In Europe, like in France, unaddressed printed matter is a very special advertising support, thanks as much to the amount distributed in letterboxes, as to the market...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Pierre Calmard, Jacques Braun
Company: Mediametrie
September 1, 1996

Research papers

A new toolkit to a new quality approach

This paper will focus on the research aspects. Programmatic organization development as a method will only be dealt with briefly. Measurement by using the Mystery Shopping principle to its utter limits - for the front office - and retrospective self...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Eric Sondervan, Felix Malten, Anthony Van Zonneveld
Company: KANTAR TNS Malaysia
September 1, 1996

Research papers

The Iguassu project

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Julio Cesar Tannus, Roseli Stier Azambuja
Company: Ogilvy
September 1, 1996

Research papers

The interactive concept test

This paper describes a new method for investigating consumer preferences for product design, the Interactive Concept Test. In this test, respondents specify their own, preferred design by interactively adjusting the attribute levels of a randomly...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Mia Stokmans, Gerard Loosschilder
September 1, 1996