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Research papers

Taking a fresh look at old markets

Societies all over the world are changing at a rate faster than ever before, affecting virtually all levels of social, political, and economic life. Markets are going through similar processes, moving increasingly from mass products to products...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Norbert Homma, Alain de Vulpian
June 15, 1992

Research papers

The continued relevance of cultural diversity

With the growing internationalisation of markets it is not surprising that both researchers and marketers are more often intrigued by European communalities than differences. But generalisations across markets and countries, although quite plausible...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Norbert Homma
Company: SINUS Markt- und Sozialforschung GmbH
June 15, 1991

Research papers

The internationalisation of everyday-life-research

This paper is about a new international approach to consumer research. The Approach uses the concept of Everyday-Life Research (EDL) which is derived from the principles of phenomenology, ethnomethodology, and social psychology seeking to understand...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Authors: Norbert Homma, Jorg Ueltzhoffer
Company: SINUS Markt- und Sozialforschung GmbH
June 15, 1990