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Research papers

Finding the cube route

The paper outlines the case history of Knorr seasoning cubes in Nigeria, from initial identification of an opportunity through mix development to brand launch. It examines the contribution of research, in pinpointing and evaluating possibilities,...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: David N. Aldridge, Arthur J. Shore, Michael Willey
June 15, 1983

Research papers

Inmarkt (German)

In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Klaus Mueller
Company: GfK
June 15, 1983

Research papers

Providing guidance for decisions regarding labor market policy: The influence growing scepticism of technology has upon the choice of engineering as a field of study

The Allensbach investigation on the impact growing scepticism toward technology has upon the choice of engineering as a field of study at first glance seems to represent a case where the original question is already outdated by the time the results...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Rüdiger Schulz
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1983

Research papers

New, surprising findings gained by indirect measurements

Brand consciousness, qualify differentiation, emotional and aesthetic desires in the field of consumption—are these things out of place today in a time which regards as decisive the rational consumer who only wishes to be "informed", who only...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1983

Research papers

Enhancing the contribution of research to central government advertising

This paper covers the general approach and research methods employed in evaluating the effectiveness of a specific central government advertising campaign. The advertising was conducted on a regional basis covering 2 T.V. areas and their...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Clare Chardin, David McCallum
June 15, 1983

Research papers

Videotex: A new means of service and communication

The experiment proposed by Direction Generale des Telecommunication to 180 advertising companies ended in January 1983. Such a first experiment is heralding others more or less ambitious of the same kind, which is why it is now interesting to draw...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Anne Pugnet
June 15, 1983

Research papers

The increasing divorce rate

The emotional and financial upheavals occasioned by separation and divorce have lasting effects in many areas including peoples' behaviour and attitudes as consumers, even after they are re-married. Some of these changes are essentially functional as...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Tony Copeland, Susan Holder
June 15, 1983

Research papers

Marketing research applied to health and social welfare

The paper discusses and demonstrates the effectiveness of marketing research techniques in the specialised area of health and social planning. The prime objective of the research was to gain insight into the health and social needs of a highly...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Peter Michael Chisnall
June 15, 1983

Research papers

The psychology of radio listening

The paper describes a comprehensive programme of research to explore the psychology of radio listening and its subsequent and potential uses. It is possibly the first study anywhere to explore comprehensively the integrated communication processes of...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Colin Day, Carole Wilkins, Tony Twyman, Graham Woodham
June 15, 1983