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Research papers

Semiometrics

Semiometrics is a speciality which is designed to bridge the gap between the qualitative and quantitative approaches of market analysis. It provides a means of explaining behavioural and attitudinal differences by reference to differential...

Catalogue: ESOMAR Congress 1989
Author: Emeric Deutsch
Company: KANTAR TNS Malaysia
September 1, 1989

Research papers

The role of research in corporate restructuring

This paper will discuss the concept of corporate identity as it is currently understood in Japan and will illustrate the Image/Identity Management Model which has been developed by Landor Associates to accommodate the Japanese-style Cl concept. The...

Catalogue: ESOMAR Congress 1989
Author: Marlyn (Mim) Ryan
September 1, 1989

Research papers

A research prototype for developing and assessing a pan-european marketing strategy: A case history

This paper describes the contribution of multi-country market research studies to the development and implementation of a pan-European marketing strategy for a major international high technology firm. Previously, this firm had utilized a...

Catalogue: ESOMAR Congress 1989
Authors: Wayne T. Smith, Hal Hendler
September 1, 1989

Research papers

Black options to apartheid

A socio-political study was conducted in the KwaZulu-Natal province of the Republic of South Africa in the second half of 1988 for the Indaba, a pressure group for constitutional change. It was conducted in an unstable environment on a topic related...

Catalogue: ESOMAR Congress 1989
Authors: Caroline M. A. Harben, Peter J. Badcock-Walters
September 1, 1989

Research papers

Managing scanner data

In West Germany a retail scanner panel is successfully operated by an independent, non-profit organisation jointly owned by retailers and manufacturers. User companies now have easy and cheap access to raw retail panel data, gdp Marktanalysen...

Catalogue: ESOMAR Congress 1989
Authors: Clemens Steckner, Rainer Aldag
September 1, 1989

Research papers

Resourcing the marketing research capability

Marketing research for me (and most users) includes the systematic analysis of all the relevant market data and most certainly includes company sales information as well as market survey findings. It follows then that the capability is one of...

Catalogue: ESOMAR Congress 1989
Author: John D. F. Martyn
September 1, 1989

Research papers

The single European market and the market research sector of services

The aim of the paper is to provide a brief description of background and context of the internal market programme. I shall then look in some detail at the main areas of change and implication for the sector of your business activity: The market...

Catalogue: ESOMAR Congress 1989
Author: Victor Pou Serradell
September 1, 1989

Research papers

Motivating the marginal buyer

The ideal of targeting and promotional effectiveness is to deliver to those individuals who are most open to brand switching the message or benefit that most satisfies their preferences, and to do this in the most appropriate executional and media...

Catalogue: ESOMAR Congress 1989
Author: Ian D. Greig
September 1, 1989

Research papers

Customer service in Europe

The principal purpose of writing this paper is to draw together the experience of executives conducting customer care research in four European countries - The United Kingdom, the Netherlands, France and Spain. All four authors have a history of...

Catalogue: ESOMAR Congress 1989
Authors: Erik de Kort, Brieuc Martin Onraet, Juan Ferrer-Vidal, Roger Banks
September 1, 1989