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Research papers

The use of pre-existing data banks for analysing local/micromarkets and optimizing branches' network

The paper describes the development, the structure and the possible contributions of a Data Bank identifying and and characterising in a lot of details numerous Local/Micromarkets. More than 200 autonomous polarisation markets have been defined...

Catalogue: Seminar 1988: Research For Financial Services
Author: Jean Quatresooz
June 15, 1988

Case studies

Forecasting results of an advertising campaign

Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Nicolas Steinberg
June 15, 1967

Research papers

A radio research design for the 21st century

The paper reviews the work of a technical group designing a new specification for industry radio research. The group represents commercial broadcasters, public sector broadcasters, and advertisers and/or agencies. The paper discusses the limitations...

Catalogue: 2nd Radio Research Symposium
Authors: Lynne Robinson, Tony Twyman, Tony Wearn
June 15, 1997

Research papers

Matching pictures, matching expectations

This paper describes the Taylor Nelson AGB Picture Matching Technology (PMT) for identifying the program or channel being viewed on a television set. It outlines the structure of a field test conducted in Vancouver, Canada in late 1997/early 1998 to...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Ken Purdye, Owen Charlebois
June 15, 1998

Case studies

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
September 1, 1999

Research papers

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Howard R. Moskowitz
September 1, 1999

Research papers

The mobile Internet revolution and its implications for research

Everyday in Japan huge numbers of mobile users access the web from their mobile phones. This presents a unique opportunity to researchers and marketers alike to use the mobile internet as a research platform. This paper illustrates with three case...

Catalogue: ESOMAR Net Effects 2001
Author: Jamies Cattell
February 11, 2001

Research papers

Through revolving doors

It is a well-established fact that with maturing product categories and hyperactivity in the marketplace, a marketer needs to constantly evaluate the product’s position and offer relevant and unique consumer benefits. This is achieved either...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Neerja Wable, Sharmila Das, Harjyoti Ghai, Rajan Bhalla
October 28, 2001

Research papers

Efficiency VS. effectiveness in online research

This paper demonstrates through a case one way to integrate traditional inferential research based on random sampling with the more recent online research based on (self-selected) panels, thereby making use of the strengths of both approaches. The...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Carsten Stig Poulsen
June 1, 2001