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Research papers

Research in the 90's

The need exists to bring the individual back into the forefront of research, whether qualitative or quantitative. It is predicted that in the ’90’s, the mean score and the group discussion will decline in prevalence & disaggregated data...

Catalogue: ESOMAR Congress 1988
Authors: Michael M. Roe, Rory P. Morgan
September 1, 1988

Research papers

Words and bytes (French)

The applications of computer language analysis in studies originated when micro-computing, linguistics and marketing came together. Since the principal element available for studies is language itself, analysts have concentrated upon creating methods...

Catalogue: ESOMAR Congress 1988
Author: Pascal Fleury
September 1, 1988

Research papers

The buying process in large scale distribution

There is a large amount of research which deals with the buying behaviour of organizations and which brings to the fore the concept of "Buy grid" where a buying centre and the different phases in the buying process are identified. Our research...

Catalogue: ESOMAR Congress 1988
Authors: Anne Marie Schlosser, Jean-François Boss, Jose P. Dionisio
September 1, 1988

Research papers

The buying process in large scale distribution (French)

There is a large amount of research which deals with the buying behaviour of organizations and which brings to the fore the concept of "Buy grid" where a buying centre and the different phases in the buying process are identified. Our research...

Catalogue: ESOMAR Congress 1988
Authors: Jose P. Dionisio, Anne Marie Schlosser, Jean-François Boss
September 1, 1988

Research papers

The effective use of the tools of analysis by marketing-mix (French)

The problem of identifying consumer-reaction to different variables and in particular to those of pricing policy cannot be solved through the traditional approaches used up till now. We put forward here elements of the answer to the fundamental...

Catalogue: ESOMAR Congress 1988
Author: Rudolf Lewandowski
September 1, 1988

Research papers

Beyond presence

This paper presents an account of a major research study conducted at the end of 1987 on behalf of Capital Radio pic. Capital Radio is a major independent radio station broadcasting in London and its immediate environs. This study was designed with...

Catalogue: ESOMAR Congress 1988
Authors: Carole Wilkins, John Clemens, Ruth Deacon
September 1, 1988

Research papers

Image management

The laddering technique is specifically designed to understand the way in which product images are constructed. The technique involves establishing the link between product attributes, their consequences for the consumer and the personal values...

Catalogue: ESOMAR Congress 1988
Author: Jeanne Steward
Company: qed Ltd.
September 1, 1988

Research papers

7,8,9 out! Could this be the future of market research in companies?

Marketing researchers have traditionally been very active in refining techniques and methods for obtaining better information. In their day-to-day practical work they are not so accustomed to examining their own behaviour. In particular, there is an...

Catalogue: ESOMAR Congress 1988
Author: Ulrich Lachmann
Company: Philips International
September 1, 1988

Research papers

A method for evaluating the importance of perceived attributes applied to the development and positioning of new products

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product- related expectancies are three steps central to the...

Catalogue: ESOMAR Congress 1988
Authors: Daniel Bachelet, Joseph Lion
September 1, 1988