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Research papers

Charting the cultural future of markets

This paper presents a framework for charting the cultural future of markets, from the standpoint of developing culturally insured marketing strategy for a firm. It is drawn from our experience of having to forecast the cultural future of the Indian...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Monty Alexander, Rama Bijapurkar, Virginia Valentine
September 1, 1994

Research papers

The influence of information and a new mental model of adaptation

In focusing on the need for a new mental model, we cite two issues of central concern to transnational business firms. These two issues are 1) recognizing the influence of national culture on the normal life of customers and the ways culture affects...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Jeanne Binstock van Rij
September 1, 1994

Research papers

Utilising continuous panels for qualitative research (Spanish)

This paper describes the methodology involved in what we have called the "Continuous Qualitative Panel". The tool is a result of the combination of different research techniques, such as individual interviews, group sessions, consumer panels, market...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Eduardo Garcia, Roberto Castro
September 1, 1994

Research papers

The hen and chicken approach to multicultural research

This paper gives an overview of the complexity of South African society, with special reference to cultural, language and geographical differences. It clearly illustrates that South Africa has a variety of cultures similar to the United Europe - but...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Danie Malan
September 1, 1994

Research papers

Developing speech recognition applications for market research

This paper describes progress to date on a government supported programme to evaluate the potential applications of Automatic Speech Recognition (ASR) to market and survey research. The paper reviews the growth of telephone research in Europe in...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Bill Blyth, Heather Piper
Company: KANTAR TNS Malaysia
September 1, 1994

Research papers

From black & white to colour

The release of ANC leader Nelson Mandela and unbanning of the ANC in 1990 the eradication of all apartheid legislation from the statute books in 1993 and the first democratic multiracial general election in April this year have introduced dramatic...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Christiane von Ulmenstein
September 1, 1994

Research papers

The effect of the realism of product representations on the validity of consumer evaluations

This paper illustrates the appropriateness of computer graphics for the creation of realistic representations of products that are not (yet) available, for the benefit of market research applications, particularly concept tests. An experiment is...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Roland F. Ortt, Gerard Loosschilder
September 1, 1994

Research papers

From CAPI to HAPPI

The thesis of the paper is that within the next decade we are likely to see two revolutions in data collection for market research surveys that are currently conducted by face-to-face interviews. The first part of the paper concerns the CAPI...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: John A. Samuels
September 1, 1994

Research papers

Innovate or die

This paper explores, describes and evaluates a number of models used in stimulating innovation, with special application to NPD and brand stretching. It is not intended to be a market research paper as such but instead builds on the author's...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Christine Restall
September 1, 1994