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Research papers

Understanding and optimizing communications and the 'look'

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the...

Catalogue: Asia Pacific 2004
Authors: Barbara Itty, Howard R. Moskowitz, Alex Gofman, Madhu Manchaiah, Jonathan Marcus
Companies: MasterCard, Moskowitz Jacobs Inc.
March 28, 2004

Research papers

Dynamic package design and optimization in the Internet era

This paper presents a systematic approach using conjoint analysis on the Internet to understand how package design factors drive response. The approach differs from conventional methods because the user can create the study, import the necessary...

Catalogue: ESOMAR Conference 2004: Technovate 2
Authors: Rachel Katz, Howard R. Moskowitz, Alex Gofman, Zhenyu Ma, Madhu Manchaiah
Company: Moskowitz Jacobs Inc.
February 1, 2004

Research papers

Research, politics, and the web can mix

This paper presents results of a conjoint measurement study on a political platform. In terms of process, the paper first presents activities needed to take conjoint measurement from a personal interview to the Internet. In terms of results, the...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment
Authors: Howard R. Moskowitz, Alex Gofman, Prasad Tangaturthy, Madhu Manchaiah, Dorit Cohen
June 15, 2000