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Research papers

Segmentation beyond cultural boundaries

Although the use of market segmentation analysis is standard research practice in the United States and Europe, many researchers experience difficulty when applying the same methodology to research in other cultures. Market segmentation can be...

Catalogue: ESOMAR Global Healthcare Conference 2003
Author: Mila C. Montemayor-Orr
February 23, 2003

Research papers

How to cope with sensitive issues in market research

The primary purpose of this paper is to illustrate the implication of sampling, recruitment and respondent interviews when conducting research on ‘sensitive’ topics in the global marketplace. The paper will discuss how cultural...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Author: Mila C. Montemayor-Orr
June 15, 1997

Research papers

Marketing opportunities outside the Triad 2000

Three major areas will be discussed in this paper: first, the rapid industrialization of East and Southeast Asia as the region becomes a major partner in the global economy; second, suggested methods for defining potential markets in these developing...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Author: Mila C. Montemayor-Orr
Company: MOI, Inc.
June 15, 1995

Research papers

The use of conjoint analysis in forecasting and price elasticity for a new pharmaceutical entry

This paper presents a quantitative marketing research survey through the use of multivariate techniques to address several pre-launch issues of a new product. The main emphasis in the analysis is the use of the conjoint model to determine the actual...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry
Author: Mila C. Montemayor-Orr
June 15, 1987