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Insight automation: Democracy, ethics and efficiency

This case study outlines the way insights automation has paved the way for the efficient democratization of insights, to create a strategic role for market research within the corporation.

Catalogue: Congress 2018
Authors: Jamie Rayner, Elizabeth P. Morgan
September 23, 2018

Research papers

Newspaper segmentation based upon content and treatment factors

In the paper changes in the functions performed by newspapers are analyzed. It is shown how the type of information carried, the role of entertainment and the ability to act as a social reference point for the reader has changed. Also it is discussed...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Author: Flemming Hansen
Company: AIM Create
June 15, 1974

Research papers

The baptism of the trade off model in Europe

Two main themes are pursued in this paper. Firstly, we discuss how a new research method: the trade-off model was used in the context of a major project, focussing particularly on the problems encountered and how these were solved. Secondly, we...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Dick Westwood, Peter J. Hayes
September 1, 1974

Research papers

Standardizing advertising for the international market

Should advertising of various products and services be standardized in the international market, or are there too many cultural obstacles? At one extreme is the view that one basic advertising theme is desirable because of similarities in points of...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Steuart Henderson Britt
August 1, 1975

Research papers

Models of organizational decision making

There is wide agreement that organisational decisions (e.g. industrial buying decisions) usually involve multiple participants. Researchers also believe that the organisational decision process is normally very complex, it is difficult to model, and...

Catalogue: Seminar 1981: Industrial Marketing Research
Author: Uolevi Lehtinen
October 1, 1981

Research papers

Litmus II

The purpose of this paper is to describe a new model, LITMUS II, and how it is being used by major advertisers in North America to develop improved if not "optimal" marketing plans for new products and services.

Catalogue: Seminar 1984: Are Interviewers Obsolete?
Authors: Joseph D. Blackburn, Lisa E. Carter, Kevin J. Clancy
June 15, 1984

Research papers

Adapting consumer choice modelling for the pharmaceutical industry

The authors discuss the development of a flexible Attitude -to - Behaviour model, originally developed to explore viable product developments in the communications market. The model has been applied to pharmaceutical marketing research, using patient...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Authors: Eric Willson, Kevin Mahoney
Company: KANTAR TNS Malaysia
June 15, 1991

Research papers

Market research

There is a large number of excellent publications - books, articles, etc. - on the principles, purpose and practice of market research. But few of them give much consideration to the question of how to decide how much market research, in terms of...

Catalogue: The European Marketing Research Review 1967
Author: A. S. Windett
August 1, 1967

Research papers

Getting those respondents involved!

Because of the large sample sizes, the variety of market conditions, and the variety of methods used by Arbitron in syndicated audience measurement in the United States, the authors have had a rich opportunity to conduct rigorous experimentation in...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: David Lapovsky, Robert H. Patchen
Company: Nielsen
June 15, 1998