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Research papers

Behind consumer minds

The present research makes an analysis of the world’s situation at the end of the millennium - marked by decadence and determined by an overvalued emphasis placed on material things sinking mankind to an empty vacuum - and seeks the importance...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Isabel Arango
September 1, 1998

Research papers

Building customer loyalty on knowledge

This paper addresses the difficulties faced by food retailers in recent years. Category management is the latest magic formula but the success of category management is completely dependent on the quality and relevance of the information provided....

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Wolfgang Lenzen, Claus Patzke
Company: Nielsen
September 1, 1998

Research papers

Creating competitive intellectual capital

As organizations evolve from multi-domestic to transnational they need to develop new ways of obtaining sharing and acting upon marketing information. The technological advances that led to the ‘marketing information revolution’ now...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Hans-Willi Schroiff
September 1, 1998

Research papers

From identifying need states to testing in virtual reality

Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). The benefits of category management for supplier organisations are maximised when a purchase marketing...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maureen Johnson, Paula Felice
September 1, 1998

Research papers

Data mining VS. conventional analysis

The paper performs a comparison of data mining tools with conventional tools. It is focused on the analysis of issues such as if the new techniques are better than the older ones if so in which sense and when we should apply them. The effort is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Luiz Sá Lucas
September 1, 1998

Research papers

The psychology of decision making

The psychology of judgement and decision making is a discipline dedicated to understanding the process which underlie people's judgements and decisions. This paper introduces some of the research findings and demonstrates how they can be applied to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Boaz Mourad
September 1, 1998

Research papers

You just do not understand!

For the sake of consistency across markets in today's global environment are we as researchers becoming insensitive to the subtle variations that exist in respondents' understanding and processing of the questions we pose to them? This question is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Sonia Pall, Neerja Wable
September 1, 1998

Research papers

Getting to the future faster

The philosophy behind the Delphi Technique for forecasting is to gather a group of experts all of whom have different perspectives on the issue being studied. Through a series of iterative surveys and discussions the learning of the group is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Alecia S. Helton
September 1, 1998

Research papers

Marketing to men in the millennium

This paper deals with the issues and questions of foreseeing the future and forecasting men's behaviour and attitudes. Specifically it presents the way we can use the input of the latest global RIO (Research International Observer) project to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Panos Assiotis, David Jones
September 1, 1998