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Research papers

Differentiation through customer service

Deregulation in financial markets has led to explosive change in the structural make-up and marketing behaviour of financial institutions. This observation is critically important if we are to try to assess the future direction of marketing in this...

Catalogue: Seminar 1988: Research For Financial Services
Authors: Simon Chadwick, Peter J. Hayes
June 15, 1988

Research papers

Judging the efficiency of sponsorship

The central theme of this paper is the point that sponsorship is part of a total communications package and that, if wisely and correctly included, it can add synergy to the entire marketing communications efforts of a given company. As such, it...

Catalogue: ESOMAR Congress 1987
Authors: Peter J. Hayes, Ton Otker
September 1, 1987

Research papers

Getting the message across

This paper seeks to demonstrate how a programme of research which segments farmers according to their general attitudes and approach to their work can influence the communication strategies employed by manufacturers. Many manufacturers use market...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Authors: Peter J. Hayes, Christine Ward
June 15, 1987

Research papers

Competitive advertising effectiveness

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Peter J. Hayes
February 27, 1985

Research papers

The cost comparison of market research in Western Europe

One of the things which has consistently puzzled international researchers over the years has been the relationship between the costing of the same job in different countries. This paper represents an attempt to collate a number of job cost...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Peter J. Hayes
June 15, 1984

Research papers

Simulated test markets

This paper starts from the premise that the Simulated Test Markets (STMs) now being used in Europe have an impressive track record in terms of the validity of the predictions they make regarding the future success of new products. The techniques that...

Catalogue: Seminar 1983: New Product Development
Authors: Stafford Crossman, Peter J. Hayes
November 2, 1983

Research papers

A multi-national product progress research

When, as we are, you are marketing a number of major products across all the national frontiers of Europe, there is a very real need for research that is on the one hand, pan-European and yet on the other hand takes account of the differences between...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Authors: Terry I. Jones, Peter J. Hayes
March 1, 1975

Research papers

The baptism of the trade off model in Europe

Two main themes are pursued in this paper. Firstly, we discuss how a new research method: the trade-off model was used in the context of a major project, focussing particularly on the problems encountered and how these were solved. Secondly, we...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Dick Westwood, Peter J. Hayes
September 1, 1974

Research papers


Just to summarise very quickly, I have talked about the things which are meaningfully taken into account on a methodical basis in planning industrial interviewing. I have suggested considering:- 1. The nature of the marketing problem; 2. The kind of...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Author: Peter J. Hayes
January 1, 1973