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Research papers

Car talk

Word of mouth is the hot topic in marketing these days. As reported by BrandWeek.com, spending on word of mouth marketing is projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about brands has...

Catalogue: Automotive 2008
Author: David G. Bakken
Company: Harris Interactive (Europe)
March 3, 2008

Research papers

Truth in measurement

This presentation reviews a number of studies that have examined visual, interactive tasks in online surveys in comparison to other verbal, and less interactive, alternatives. In many cases, while the respondents enjoyed doing these tasks, they took...

Catalogue: Congress 2007: Excellence
Authors: John Bremer, Randall K. Thomas, George Terhanian, Mick P. Couper
Company: Harris Interactive (Europe)
September 19, 2007

Research papers

Panel and data quality

A common forecast argues a cadre of professional respondents threaten the validity and reliability of results from market research- especially Internet-based market research using online access panels.While usefully drawing attention to the issue of...

Catalogue: Panel Research 2006
Authors: Holland Hofman Brown, Renee Smith
Company: Harris Interactive (Europe)
October 8, 2006

Research papers

Building the corporate brand

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...

Catalogue: Congress 2006: Foresight
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
June 15, 2006

Research papers

New product launches

This presentation provides a compelling case study of how a client company, faced with the significant challenge of taking a business product to the consumer sector, used market research as a critical tool to build a business case and guide a product...

Catalogue: Consumer Insights 2005
Authors: Marian Sudbury, Shizuka Pye
Companies: Mars Wrigley, Harris Interactive (Europe)
November 15, 2005

Research papers

Predicting the unpredictable

Tipping points, viral marketing, the butterfly effect - Marketers today want to understand and take advantage of these 'emergent' phenomena. Outside of marketing research, innovative social and computer scientists have developed a new approach to...

Catalogue: Congress 2005: Making A Difference
Authors: Roger A. Parker, David G. Bakken
Company: Harris Interactive (Europe)
September 21, 2005

Research papers

Cultural differences in consumer decision making

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers.The authors focus on two methods with theoretical foundations in consumer...

Catalogue: Asia Pacific 2005
Authors: David G. Bakken, Vincent G. Breglio
Company: Harris Interactive (Europe)
March 13, 2005

Research papers

The Bayesian revolution in marketing research

This paper describes the paradigm shift that has been occurring in the statistical analysis of marketing data over the past 10 years. The new paradigm reflects a perspective on probability that was first proposed in the 18th century by Thomas Bayes,...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: David G. Bakken
Company: Harris Interactive (Europe)
February 27, 2005

Research papers

Building the corporate brand

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...

Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
February 1, 2005