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Research papers

Forecasting of elections in the world's largest democracy

Most Opinion Polls in the West, which attempt to forecast election results, rely on a representative sample of voters and a frank reply to the question: "If the Elections were held tomorrow, who would you vote for? It is the author's contention that...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Partha Rakshit
September 1, 1994

Research papers

Behaving economically with the truth

Traditional economists would have us believe that people are rational, utility-maximizing, cost-minimizing and socially isolated individuals with stable preferences. This view also pervades market research and our practices but is being challenged by...

Catalogue: Congress 2011: Impact
Authors: Peter Harrison, Alain Samson, Orlando Wood
Company: BrainJuicer
September 18, 2011


Predictive marketing

Digital advertising is one of the largest and open playgrounds for machine learning, data mining and related analytic approaches. This development is fueled by unparalleled access to consumer activity across all digital devices and the rise of...

Catalogue: Big Data World 2016: Understanding People Through Smart Data
Author: Claudia Perlich
June 15, 2016

Research papers

An international model for the prediction of television coverage and frequency distribution

One of the advantages of a panel system of media measurement is that we can examine the exposure of a whole schedule and not just individual spots or programmes. Advantage has been taken of this by several so-called 'cover and frequency guides'....

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Robert Hulks, S. Thomas
June 15, 1980

Research papers

Panel prediction techniques

The paper discusses the reasons why Consumer Panels are among the research techniques considered to be likely to lead in terms of future growth in market research, notably in relation to specialist Panels, increased practical sophistication of data...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: John Parfitt, Reg Clay
Company: Colgate-Palmolive
September 1, 1980

Research papers

Reliability and sensitivity of research surveys

Elements of the design and operation of large scale surveys introduce sources of error not adequately dealt with in normal textbook formulae. Nevertheless, it is often possible by comparing the results of replicated surveys to arrive at objective and...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Norman L. Webb
Company: Gallup International Association
June 15, 1983