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Research papers

The quality of online panels

Using a quasi-experimental design – in which data collection methods and recruitment techniques as influencing factors were varied – Ipsos Germany conducted a comparative investigation for Langnese/Unilever to assess the validity of...

Catalogue: ESOMAR Net Effects 2001
Authors: Michael Hoppe, Rainer Lamp
Companies: Ipsos MRBI, Unilever
February 11, 2001
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Citation

Hoppe and Lamp (2001a, February 11). The quality of online panels. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/the-quality-of-online-panels


Research papers

Quantifying consumers' motivational structures for food products

This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures. The method provides understanding in the way consumers are motivated to choose specific products. The main focus...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Authors: Gerda I.J. Feunekes, Wilma den Hoed
Company: Unilever
November 1, 2000
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Citation

Feunekes and den Hoed (2000a, November 01). Quantifying consumers' motivational structures for food products . ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/quantifying-consumers-motivational-structures-for-food-products-


Research papers

From multi-country concept testing/optimization to corporate database and beyond

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Jeffrey Ewald, Howard R. Moskowitz, Johannes Hartmann
Companies: Unilever, Moskowitz Jacobs Inc.
January 1, 2000
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Citation

Ewald, Moskowitz and Hartmann (2000a, January 01). From multi-country concept testing/optimization to corporate database and beyond. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/from-multi-country-concept-testing-optimization-to-corporate-database-and-beyond


Research papers

Marketing myopia revisited

The paper represents some of the core concepts first put forward by Theodore Levitt in his epochal paper titled Marketing Myopia linking failure of leadership and decline of industry. Using those concepts, this paper tries to profile the response of...

Catalogue: MENAP Forum 1996: Pressure On Profit
Author: Dhananjayan Kashyap
Company: Unilever
March 1, 1996
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Citation

Kashyap, D. (1996a, March 01). Marketing myopia revisited . ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/marketing-myopia-revisited-


Research papers

Experience of bringing multinational companies on shore

Unilever markets over 1000 brands of packaged consumer goods in seventy five countries. This activity accounts for three quarters of its global sales. Its well-tried market development strategy has been systematically applied to the Arabian Peninsula...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: R. Gopalakrishnan
Company: Unilever
January 1, 1994
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Citation

Gopalakrishnan, R. (1994a, January 01). Experience of bringing multinational companies on shore. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/experience-of-bringing-multinational-companies-on-shore


Research papers

How to get quality qualitative research

This paper is an abridged and slightly updated version of a paper that I gave in Rome in 1993. It is a critical account of our experience of qualitative research in the developing countries of the world, especially in the Middle East, which has led...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Tom O'Dwyer
Company: Unilever
January 1, 1994
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Citation

O'Dwyer, T. (1994a, January 01). How to get quality qualitative research. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/how-to-get-quality-qualitative-research


Research papers

Research as a tool for achieving advertising that works

This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: D. Kashyap, John S. Pawle
Company: Unilever
January 1, 1994
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Citation

Kashyap and Pawle (1994a, January 01). Research as a tool for achieving advertising that works. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/research-as-a-tool-for-achieving-advertising-that-works


Research papers

My problem is your problem

The paper is a critical account of the experience of the authors of qualitative market research in the developing countries of the world which have led them to draw up a set of guidelines for qualitative market research. It is put forward that the...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Tom O'Dwyer, Hala Al-Bassam
Company: Unilever
June 15, 1993
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Citation

O'Dwyer and Al-Bassam (1993a, June 15). My problem is your problem. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/my-problem-is-your-problem


Research papers

Multivariate mapping

In Market Research, data which is multivariate in nature is often generated. For example, in a Brand Association study the associations of brands with a variety of attributes are measured and in a Usage and Attitudes survey information regarding the...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Susan Stanley, Anthony Khan
Company: Unilever
June 15, 1992
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Citation

Stanley and Khan (1992a, June 15). Multivariate mapping. ANA - ESOMAR. Retrieved May 09, 2024, from


https://ana.esomar.org/documents/multivariate-mapping