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Research papers

Measuring the true value of brands

This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Julie Bevan, Trevor Richards
September 1, 1998

Research papers

Operation successful but patient dies

Does research assist or stifle innovation? This paper starts with an overview of the transfer of a revolutionary instant meal technology from Asia to Europe. A classically correct research programme but lacking interpretation and action by the...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Michael M. Roe
September 1, 1998

Research papers

What is in it for me?

The willingness of potential respondents to participate in surveys is obviously a major concern for the market research industry not only in relation to individuals acting in a private capacity but equally in the business-to-business market where...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Karen Riddell
September 1, 1998

Research papers

Data mining and market research

This article deals with the complementarity between market research and data mining disciplines that we consider to be distinct but interdependent with respect to the kinds of objectives and goals addressed the types of results obtained and the use...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Elisabeth Martine-Cosnefroy
Company: IFOP
September 1, 1998

Research papers

Learning from failures in predicting new design acceptance

In the market under consideration research is not as old as in other markets. A number of companies have not yet given up the practice of judgmental forecasting the market performance of new designs. Therefore we investigated the failures of...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Wulf Schlund
September 1, 1998

Research papers

Choose change

The TRUE power of knowledge lies in its role of informing and guiding a brand’s future marketing plans. Usually knowledge is retrospective: marketers and advertisers learn from their success as well as mistakes; they seek to project the future...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maggie Collier, Kirsty Fuller
Company: Flamingo
September 1, 1998

Research papers

Attribute life cycle analysis

Marketing research does promote product and service innovation. The key is development of tools and techniques that direct managers to the ‘source’ of emerging customer needs and wants - the kinds of needs and wants that if fulfilled have...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: D. Randall Brandt, Joachim Scharioth
Company: Burke, Inc.
September 1, 1998

Research papers

How information technology is changing research around Europe

This paper summarises the changes that have and are taking place in research agencies around Europe. It describes how agencies have progressed from a pre-technology era through a basic technology era and are now about to go into a technology...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Pete Comley
September 1, 1998

Research papers

Identifying latent dissatisfied customers

Data mining is the automated search for hidden previously unknown and interesting knowledge from large databases. This paper describes the use of data mining in the domain of customer satisfaction studies more specifically to tackle the problem of...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Josee Bloemer, Tom Brijs, Gilbert Swinnen, Koen Vanhoof
September 1, 1998