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Research papers

The marketing research as renaissance man

A great deal of the current discussion and debate concerning the modern marketing researcher, his/ her skill set/mind set, as well as his/her role within the discipline has focused on the various research agencies, client organizations, and the...

Catalogue: Congress 2007: Excellence
Author: Michael Francesco Alioto
Companies: Market Probe International Inc.,
September 16, 2007

Research papers

The complex customer

The main focus of this paper is to illustrate how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to gather critical customer...

Catalogue: Qualitative 2006
Authors: Michael Francesco Alioto, Deana Gillespie
Company: Market Probe International Inc.
October 8, 2006

Research papers

The modern marketing researcher

This paper presents an ideal model and strategy of the modern marketing researcher based on the thoughts and ideas of Leonardo da Vinci.Our vision for the modern marketing researcher is rooted in the European Renaissance but applicable to the modern...

Catalogue: Latin America 2006
Author: Michael Francesco Alioto
Company: Market Probe International Inc.
October 8, 2006

Research papers

The globalized commercial model

This paper presents an outline and vision of the Globalized Commercial Model and its application to the working relationship between North and Latin America within the context of the marketing research discipline. A framework as well as a paradigm is...

Catalogue: Latin America 2005
Author: Michael Francesco Alioto
Company: Market Probe International Inc.
October 23, 2005

Research papers

Mapping the customer's mind

The authors attempt to understand and access the respondents inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized...

Catalogue: ESOMAR Conference on Marketing 2004
Author: Michael Francesco Alioto
Company: RDA Group, INC
October 10, 2004

Research papers

The 'true' inner self

This paper describes our attempt to understand the respondent's 'true' inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases associated with traditional qualitative focus groups....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Carol Culebro Stewart, Jorge Cherbosque, Amy Routhier, Michael Francesco Alioto
Company: RDA Group, INC
November 5, 2003

Research papers

From 'report card' to true consumer insight

This paper describes the evolution of Ford's Dealer Customer Satisfaction Program in Mexico. It begins with a brief review of the significance of customer satisfaction programs for owner loyalty, return on investment (ROI), and increased market...

Catalogue: Latin America 2003
Authors: Michael Francesco Alioto, Carol Culebro Stewart
Company: RDA Group, INC
May 4, 2003

Research papers

The use of "respondent-based intelligent" surveys in cross-national research

This paper describes the methodological evolution of Ford Motor Company's product quality research in Latin America. It begins with the exporting of the North American model to Latin America. Critical biases and methodological distortions associated...

Catalogue: Latin America 2002
Authors: Marilyn Parrett, Michael Francesco Alioto
Company: RDA Group, INC
May 12, 2002