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Research papers

Breaking down barriers

The research industry is still wedded to the old paradigms of research. These evolved to meet the needs of different business functions and reflect the business thinking that was dominant at the times they emerged. Business thinking has moved on but...

Catalogue: Congress 2006: Foresight
Author: Peter Hutton
September 17, 2006

Research papers

Spillers VS dalgety

In spite of the fact that shareholders can, collectively, wield a great deal of power over the destinies of private companies, research into their attitudes is a relatively uncommon event. Where it does occur it rarely extends beyond a focus on...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Author: Peter Hutton
Company: IPSOS
August 23, 1981

Research papers


This paper takes a careful look at the phenomenon of 'yea- saying' , defined as "the tendency of respondents to express agreement with a statement irrespective of the attitude expressed by that statement". Most experienced researchers would probably...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Roger J. Stubbs, Peter Hutton
June 15, 1976