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Research papers

Company strategies for social responsibility

Milton Friedman developed his theories regarding economics and politics in the seventies. These theories became influential in the eighties when both Reagan and Thatcher used Friedman's ideas to promote their economic reforms. Friedman was clear as...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Carl C. Rohde
September 1, 1996

Research papers

Recruitment criteria of focus groups

To guide the decision of whether or not to recruit participants with previous experience in attending group discussions, we summarize data from experimental research carried out since 1987 in Spain. The effect of participants' previous experience and...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amparo Pastor, Susana Rubio
September 1, 1996

Research papers

Consumer life-style and ethnocentrism

The objective of this paper is to investigate ethnocentric behavior of Azerbaijani and Kyrgyz consumers. Data for the study were collected through personal interviews in four districts of Bishkek-the capital city of Kyrgyzstan and Baku of Azerbaijan....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Erdener Kaynak, Ali Kara
September 1, 1996

Research papers

Consumption values and brand attachment

This paper presents an exploratory qualitative investigation which aims to clarify the types of relationships consumers have with familiar products and brands and the extent to which this familiar "brandscape" can arouse attachment behaviour. The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Benoit Heilbrunn
September 1, 1996

Research papers

Understanding from within

Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Debi Prokash Basu, Dipesh Chakrabarty
September 1, 1996

Research papers

Measuring audience for unaddressed printed matter

More than 21 billion of unaddressed printed matter distributed in France in 1995! In Europe, like in France, unaddressed printed matter is a very special advertising support, thanks as much to the amount distributed in letterboxes, as to the market...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Pierre Calmard, Jacques Braun
Company: Mediametrie
September 1, 1996

Research papers

Marketing in today's Ukraine

The paper reports and analyses findings on how Ukrainian companies of different types of ownership adopted marketing concepts and organized their marketing activity during the transitional period from a command society to a market economy....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Irina Akimova
September 1, 1996

Research papers

Active listening to consumers

This paper demonstrates how a global drinks brand, Baileys, are using innovative qualitative panel techniques to develop an on-going dialogue with consumers in three key international markets. Baileys have highlighted the importance of listening to...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Tracey White, Mark O'Doherty
September 1, 1996

Research papers

Understanding promotion effectiveness and profitability

This paper introduces and explains a process for analyzing and understanding promotion effectiveness and profitability combining the use of information sources, state-of-the-art modeling techniques and procedures. The problems of simply managing...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Kenneth J. Wisniewski, Phillip A. Cartwright
Companies: Nielsen, Ernst and Young Services Pty Ltd
September 1, 1996