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Research papers

Searching for common ground in the New Europe (German)

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
June 15, 1991

Research papers

Brake, motor, petrol or motor oil?

The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation. The central thesis is of this paper is that the prime role of marketing researchers in...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: Udo Reuter, Teresa Monjardino
Company: IMW-KOELN GmbH & Co. KG
September 1, 1999

Research papers

Architectural guidelines for castles in the sky

Modern saturated markets differ from the old markets in many respects. The rules of success and failure have changed. Conservative marketing confined to the perfecting and variation of old product categories often degenerates into fruitless games...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
September 1, 1992

Research papers

Architectural guidelines for castles in the sky (German)

Modern saturated markets differ from the old markets in many respects. The rules of success and failure have changed. Conservative marketing confined to the perfecting and variation of old product categories often degenerates into fruitless games...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
September 1, 1992

Research papers

The 7 mortal sins in qualitative research

This paper aims to illuminate and investigate the discrepancy between the excellent knowledge of good qualitative research and the practice of applied qualitative research.

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Udo Reuter
January 1, 1998

Research papers

The 7 mortal sins in qualitative research

This paper is concerned with illuminating and investigating the discrepancy between the excellent knowledge on good qualitative research and the practice of applied qualitative research. The analysis leads to the conclusion that first of all there is...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
December 1, 1995

Research papers

Searching for common ground in the New Europe

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Udo Reuter
Company: IMW-KOELN GmbH & Co. KG
June 15, 1991