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Research papers
Applying market research techniques to international policy analysis: The development of a small-scale, multi-country opinion leader panel
To meet the need of American companies for better (more focused, relevant and timely) information about European policy trends. Starch INRA Hooper has developed its Opinion Leader Forum. The Forum is a unique multi-country survey that polls a panel...
Catalogue: ESOMAR Congress 1989
Authors: Gunilla C. Broadbent, David A. Jodice
Company: D3 Systems, Inc.
September 1, 1989
Research papers
Creativity in quantitative research (German)
Both market researchers and their clients subscribe to the notion that there are "two cultures": On the one hand, there is qualitative research with depth interviews, unstructured interviews with a small number of respondents. This is the creative...
Catalogue: ESOMAR Congress 1989
Author: Elisabeth Noelle-Neumann
Company: Institut für Demoskopie Allensbach GmbH
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
Our experiences of forecasting non-fast moving consumer goods products & services
Forecasting new Fast-Moving Consumer Goods (FMCG) sales potential prior to test market has been available, and quite successful for twenty -20 years. During the past eight years, much effort has been devoted to duplicating the forecasting success...
Catalogue: ESOMAR Congress 1989
Authors: Gilles Hustaix, Lynn Y.S. Lin
Company: Burke, Inc.
September 1, 1989
Research papers
The third generation of qualitative research
Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...
Catalogue: ESOMAR Congress 1989
Author: Georges Guelfand
September 1, 1989
Research papers
How to optimize product characteristics using computerized investigation techniques
The purpose of this paper is to illustrate the optimization of the mix for a consumer product in relation to its competitive frame. The paper is divided into different steps that utilize a concrete case to exemplify how the opportunity provided by...
Catalogue: ESOMAR Congress 1989
Authors: Fausto Falcone, Leonardo Jaconelli
Company: Burke, Inc.
September 1, 1989
Research papers
Milking old data for all it's worth, or sensitivity panels as a way of reaching manageable conclusions
By 1986 liquid milk sales in the United Kingdom were declining at the rate of about 1% p.a. Within this slowly shrinking market, several structural changes were taking place including the growth in popularity of lower fat milks and an increasing...
Catalogue: ESOMAR Congress 1989
Author: Norman Mould
September 1, 1989
Research papers
