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Research papers

Turning the tables: America and Japan as market opportunities for companies of the EC

At a time when American and Japanese companies are exhibiting great interest in the new market opportunities to be found in a fully integrated EC, European companies are achieving the scale and competitive strength to seize their own opportunities...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Jacqueline Silver
June 15, 1990

Research papers

How do promotions work? New evaluation ways by linking scanning analyses and single source household panel data

In the first place, traditional evaluations of trade promotions provide a weekly view of the sales volume influenced by promotion activities. The use of scanning data permits to exactly quantify the sales volume which is generated by promotion. By...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Klaus Brüne
Company: Nielsen
June 15, 1995

Research papers

Added value of the media mix

The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan in Germany and France. In these tests parts of the media budget for fast moving consumer goods have been shifted from TV to print. The aim...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Christian Stahl
Company: GfK
June 15, 1999

Research papers

Pre-testing technological developments and their market introduction

Often a client comes to a research institute with questions that can only be answered by leaving well-trodden paths, being creative and designing a new composition of market research tools. This happened in April 2002 in Germany when the client, ZDF,...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Author: Bernhard Engel
June 18, 2004

Research papers

The difference between 'less bad' and 'much better'

Conjoint analysis is one of the most important tools in market research, yet it neglects fundamental insights from 'Behavioural Economics' Hence, all conjoint results are subject to two inherent distortions: firstly, linear interpolation fails to...

Catalogue: Congress 2012: Accelerating Excellence
Author: Florian Bauer
September 13, 2012

Research reports

Royal Navy officer recruitment

The first task of the research is to establish why the majority of young men replying to advertisements fail to complete and send off Application forms. Secondary objectives will be to examine how the caliber of those replying can be boosted, and how...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1970

Research reports

Potential demand survey for Mark Lane Ltd.

Mark Lane Ltd., Turf Accountants, have been considering expanding their chain of betting offices in the North West. The Company is interested in two shop sites, one in Northwich, the other in Leigh. Before making applications for licenses to open...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
January 3, 1971

Research reports

Qualitative research on Orlando product & concepts

'Orlando' is an orange slice covered in plain chocolate, individually wrapped and packaged ina box. The broad objectives of the researchwere to assess the potential of the product andto provide guidelines on possible positioning and packaging. 

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 1, 1979

Research papers

Estimate of the future requirements of automobile tires

Market research for raw materials, investments, capital goods etc. is of a highly pragmatic mature. This can best be demonstrated by a case history. In describing what the industrial market researcher actually does, the specific difficulties one...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Wander Meijer
June 15, 1961