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Research papers

Delivering market knowledge in the dark continent

This paper combines case history material with detail on current innovative techniques used in adapting traditional approaches to retail tracking to the prevailing circumstances in these emerging markets. The author concentrates first on technical...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Michael Wragg
September 1, 1998

Research papers

An experimental cross cultural study in Russia and Spain

If we say that a certain brand may represent the values and lifestyle of an individual or a group of consumers why not extend this idea to include all the brands perceived by society? This paper presents and discusses the findings of an experimental...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Yuri Poletaev, Dimitri Schmitow
September 1, 1998

Research papers

Improving quality in multi-country projects by capturing its heterogeneity

This paper expresses a growing concern over globalisation and new market research demands and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Jorge Lipetz, Mónica S. Markwald, Jorge García-González
Company: Markwald La Madrid & Asociados
September 1, 1998

Research papers

Perceptual discrepancies

Who among different groups of employees and customers is holding which views about a company and could the fact that they are holding different views be explained by any possible contextual variables? The results from a case study reveal that type...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Harald Djupvik, Gunnhild Bodding
September 1, 1998

Research papers

The search for knowledge

A combination of growing prosperity and technological advances has brought a vast increase in complexity to many markets. Inevitably this has had a major impact on market research. Many simple techniques which used to work adequately now no longer do...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Stephan Buck
Company: Kantar TNS
September 1, 1998

Research papers

Re-evaluating the importance of time

This paper is mainly philosophical in nature. It shows that there are a number of concepts within the theory - and application - of evolutionarybiology that can provide insight into some of the problems of brand management in a dynamic environment....

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Martin Oxley
Company: Ipsos MRBI
September 1, 1998

Research papers

Datamining for better knowledge

This paper describes a way of using datamining techniques to provide more and better information to managers and to help them manipulate information knowledge and action. With three case studies from the telecommunications industry we intend to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Michel Jambu
September 1, 1998

Research papers

Data mining for brand building

This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Rosemary Ford, Adam Phillips, Andrea Mezzasalma
Company: GfK
September 1, 1998

Research papers

The Eurowinter project

This paper describes how an international research project using standard quota sampling methods was used as part of an epidemiological study investigating the relationships between cold weather and excess winter mortality in eight different...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Colin McDonald
Company: McDonald's Corporation
September 1, 1998