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Research papers

Foreword

ESOMAR, as the leading worldwide association of research professionals, considers it necessary to provide an overview of the state-of-the-art of the research industry at regular intervals. This helps build common frames of reference, both for curious...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Mario van Hamersveld
September 1, 1998

Research papers

Packaging research

Packaging is a major component in the marketing mix of any brand. It is at least as important as the other components which we take care to get right: advertising, pricing and product formulation. If these others benefit from research, so must...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Tony Schlaeppi
September 1, 1998

Research papers

Research in new product development

New products are the lifeblood of marketing. Even the most successful products have a life stage, and so marketing companies are continually looking to develop new products and re-stage existing ones. It is almost universally true that the best...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Julian R. Bond, Joseph Debacq
September 1, 1998

Research papers

Research on the Internet

This chapter reviews the research environment of today and makes recommendations for the majority, in Internet language the ‘newbies'. If you are amongst the 1% of hard core enthusiasts (the digerati), this chapter will not seem very new....

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Karlan Witt, Ray Poynter
September 1, 1998

Research papers

Marketing modelling and segmentation

This chapter will focus on the application of modelling with data and research findings (often otherwise collected) to enable businesses and organisations to improve their effectiveness. Underlying methodology will be touched on where it is...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Freeman
September 1, 1998

Research papers

Standard demographic classification

ESOMAR has sought ways to help standardise some of the procedures used in market research surveys. This does not in any way imply that we are seeking to treat Europe or any other part of the world as single homogeneous markets. On the contrary, our...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Bryan A. Bates
September 1, 1998

Research papers

Customer satisfaction research

All over the world, customer satisfaction has been recognised as an important subject to increase customer loyalty and retention. In each country or culture with freedom of decision customer satisfaction is closely connected with customer loyalty and...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Christian Hothum, Susanne Spintig
September 1, 1998

Research papers

Designing market research studies

In this chapter, we examine how market researchers set about designing market research studies. Market researchers will rarely be able to pursue their ideal’ design, so it is a process of compromise. Decisions have to be made about what degree...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: David Smith
September 1, 1998

Research papers

Classification

Since the earliest days of marketing and social research, attempts have been made to group populations and survey respondents into classes: groupings which discriminate between people in ways which are considered likely to be relevant to the research...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: ESOMAR B.V.
September 1, 1998