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Research papers
Plenty of data, but are we doing enough to fill the information gap?
The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Stephen Bairfelt, Fiona Spurgeon
September 1, 1998
Research papers
Managing the knowledge
What is knowledge? What does one need to know? How is knowledge created? These questions should lead to an answer as to whether knowledge management is just another new term in modern management science or whether knowledge is of value for strategy...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Franz Tessun
September 1, 1998
Research papers
International Internet monitoring research
The Internet is playing a more important role now than it has played years ago and will be the most important information and communication tool in the near future - but it looks as a non-structured information chaos. The challenge of our research...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Volker Kruse, Eddy Meyer-Rochow
September 1, 1998
Research papers
Killing the golden goose
This paper explores the relationship between the research industry and its primary source of data the general public. Drawing on evidence from a variety of sources the paper suggests that to ensure that we obtain and continue to obtain high...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Michael Warren
September 1, 1998
Research papers
Market research
Knowledge is an important corporate asset and yet the development of a knowledge based infrastructure is a relatively new business practice. This paper argues that such an important new development should be business-led rather than IT-led yet...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: David Holmes
September 1, 1998
Research papers
Modelling with neural nets
This paper describes an operational model used within the scope of a budget process for a warranty extension product. The model is built on a database containing a record of the costs incurred with several thousand vehicles over a period of five...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Pierre Marie Windal, Nathalie Gouenard, Christine Oneto
September 1, 1998
Research papers
The future- predictable or otherwise
The thesis of this paper is that senior executives in most companies (if the major pharmaceutical companies are a fair indicator of corporate management) have little incentive to anticipate the long term let alone act upon it. Any paralysis toward...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Stephen Godwin
Company: KANTAR TNS Malaysia
September 1, 1998
Research papers
