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Research papers

Getting it done

This paper describes a system that I have been developing within the MRB International Group of companies: a system designed to overcome some of the problems associated with co-ordinating/quality-controlling qualitative research in multi-country...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Mary Goodyear
June 15, 1984
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Citation

Goodyear, M. (1984a, June 15). Getting it done . ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/getting-it-done-


Research papers

The Arab as researcher

In this paper I identify three factors that I believe are responsible for the past lack of quality in much of the research in the Arabian peninsula. Of the three factors I propose that the differences between the value systems of the Middle East and...

Catalogue: Seminar 1987: Research In Arab Countries
Author: Mary Goodyear
June 15, 1987
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Citation

Goodyear, M. (1987a, June 15). The Arab as researcher. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/the-arab-as-researcher


Research papers

The evolution of marketing

This paper proposes that marketing in different product sectors and in different national cultures changes over time in a consistent and predictable way. The progress from commodity selling to post-modern marketing is based on evolutionary...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Mary Goodyear
September 1, 1999
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Citation

Goodyear, M. (1999a, September 01). The evolution of marketing. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/the-evolution-of-marketing-5540


Research papers

Introduction

The international marketing of brands, as opposed to the international trading of branded goods, and the research to support that marketing function, is a relatively new discipline. The fifties and sixties saw it emerge as a specific industry sector,...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Mary Goodyear
September 1, 1999
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Citation

Goodyear, M. (1999a, September 01). Introduction. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/introduction-5522


Research papers

The evolution of marketing

The future evolution of marketing seems destined to expand beyond the confines of the selling of goods and services. The energies and skills used to manage the abstractions of added values will probably be extended to encompass social and ethical...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Mary Goodyear
September 1, 1999
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Citation

Goodyear, M. (1999a, September 01). The evolution of marketing. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/the-evolution-of-marketing


Research papers

Translating qualitative research findings into successful advertising and marketing action

The paper sets out to show the unique role that carefully executed qualitative research can play in providing a detailed understanding of consumer behaviour within a given market, and of the attitudes, imagery, wants and needs which underlie and...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Mary Goodyear
June 15, 1980
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Citation

Goodyear, M. (1980a, June 15). Translating qualitative research findings into successful advertising and marketing action . ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/translating-qualitative-research-findings-into-successful-advertising-and-marketing-action-


Case studies

Marketing communication in Bangladesh

This paper describes a qualitative research project undertaken in a developing country, whose fundamental aim was to understand cultural dynamics in order to improve the marketing communication of a large multi- national company.

Catalogue: ESOMAR Congress 1987
Authors: Mary Goodyear, Janet Gruber
June 15, 1987
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Citation

Goodyear and Gruber (1987a, June 15). Marketing communication in Bangladesh. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/marketing-communication-in-bangladesh


Research papers

Understanding culture in international marketing

Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing...

Catalogue: Conference 1991: International Marketing Research
Author: Mary Goodyear
June 15, 1991
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Citation

Goodyear, M. (1991a, June 15). Understanding culture in international marketing. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/understanding-culture-in-international-marketing


Research papers

Improving corporate and strategic decision-making in West Africa

The paper describes how qualitative research conceived on a very large scale and analysed by a multi-disciplinary team, can help to establish a data-base of value to decision-makers in all areas of marketing in West Africa. The AdAfrica project is...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Mary Goodyear
June 15, 1985
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Citation

Goodyear, M. (1985a, June 15). Improving corporate and strategic decision-making in West Africa. ANA - ESOMAR. Retrieved June 01, 2023, from


https://ana.esomar.org/documents/improving-corporate-and-strategic-decision-making-in-west-africa