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Research papers

Validity of consumer predicting variables used in marketing research (Spanish)

This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jose Luis Leon, Elena Olabarri
September 1, 1992

Research papers

Psychographic analysis of the Mexican (Spanish)

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Abraham Nadelsticher, Fausto Rivero
Company: Nestlé
September 1, 1992

Research papers

The systemic approach to publicity evaluation (Spanish)

Advertisements constitute a powerful means of communicating and establishing cultural values throughout all of society. The receivers of these messages respond to them in terms of their vital situation as subjects and as members of social groups ....

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Marta Vaccarini, Ana Amuchastegui
September 1, 1992

Research papers

Communicating in Latin America (Spanish)

Latin American countries have in common their cultural background, characterized by the strong influence of the European immigrants upon the local pre-Colombian civilizations. They have also shared very similar paths in modern history, which have...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Ana Lucia D' Imperio Lima, Roberto Lobl
Company: IBOPE Inteligencia
September 1, 1992

Research papers

Sponsorship of TV programmes (Spanish)

The contents of this paper provide information on viewers' perception, understanding and evaluation of sponsorship of T.V. programmes and telepromotions. This form of communication emerged in Spain in 1990 at a moment when important changes were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Enrique Matesanz, Juan Jose Izquierdo
September 1, 1992

Research papers

Problems of quality with new information gathering techniques (Spanish)

The question of quality regarding the information-gathering technique whose use has increased the most in Europe - and the United States - in the past ten years, namely, the computer-assisted telephone interview (CATI) has not received all the...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: José Ignacio Wert
September 1, 1992

Research papers

Sistematic studies on the "consumer's ideology" (Spanish)

As we keep thinking that "common sense is the less common of all senses", we'll lean on "common" expressions from our people, so as to synthesise each one of the six points covered by this study. We are conscious that all my not be recognized in the...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Vida Alba Lutzelschwab
Company: Apoyo
May 5, 1991

Research papers

Application of the EPI method to the image determination (Spanish)

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Enrique Ortega
May 5, 1991

Research papers

The measuring of quality of the telephone services in Spain (Spanish)

In 1990, the Quality Department of TELEFONICA DE ESPANA has designed a Programme of Quality Surveys, designated to know and improve the satisfaction of her clients, which afterwards has been carried out during all the year by ICP/RESEARCH, S.A....

Catalogue: Latin America 1991: Exchanging Experiences
Authors: José Rial Avendaño, Enrique Carreras, Marina de Jaén Sánchez
May 5, 1991