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Research papers

The importance of market segmentation in market research

The aim of market research is to classify the individuals into as homogeneous groups as possible according to their common features in the social structure and according to their consumer orientation and to find out the formation and workings of...

Catalogue: The European Marketing Research Review 1970
Author: Marie Strnadova
June 15, 1970


The hunt for an "authentic" coffee experience

Although consumers are quite particular when it comes to choosing coffee, understanding the criteria they base their choices on - particularly what causes them to consider coffee 'authentic' - can be difficult. Spurred by the convenience store...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Humphery Chen, Junichi Ichiba
December 4, 2017

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 development of readership taste and editorial research for "Die Zeit" since 1970

The results of editorial research concerning DIE ZEIT were first presented to an ESOMAR audience in Verona, Italy in 1974. At that time, research concentrated on ZEITmagazin, which was founded in 1970 as the result of cooperative efforts between...

Catalogue: Seminar 1985: Quality In Publishing
Author: Georg Gramse
November 27, 1985

Research papers

New product development based on Japanese consumer tastes in the area of electronics and home appliances

The marketing philosophy of Japanese enterprises in the high-tech field is to discover ways to match technology with the traditional life style and culture of the Japanese people instead of just regarding technology as rational, functional and...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Tohru Nishikawa
June 15, 1988

Research papers

The importance of brand preference in adolescence for brand loyalty later on

How great is the brand-loyalty of adolescents? This is a crucial question of brand advertising and marketing strategies directed towards young people. In this study, carried out in 1984 data on brand-use and brand-preference was collected for 1970...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Brigitte Melzer, Astrid V. Middelmann-Motz
June 15, 1984

Research papers

Engineering & anthropology: A winning combination

The Client company, a well established manufacturer of consumer durables in India was keen to manufacture and market a vacuum cleaner, specially tailored for the urban Indian household. This paper presents the developmental process, the lessons...

Catalogue: Seminar 1995: Successful Product Engineering
Authors: Deenaz Damania, C. K. Sharma, Mike Woodhall
June 15, 1995

Research papers

Evaluating new fragrances in a new way

Nowadays it is becoming more and more difficult to develop new fragrances outdoing existing ones in terms of consumer acceptance. Developing testing methods able to identify opportunities for successful new fragrances appears as an essential...

Catalogue: ESOMAR Fragrance Research Conference 2003
Authors: Stan Knoops, Anne Michaut
Company: International Flavors & Fragrances (IFF)
March 16, 2003

Research papers

Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.We believe there are a set of universal needs that brands can effectively use to really hit the 'hot buttons'...

Catalogue: Asia Pacific 2004
Authors: Nic Hall, Gilbert K.W. Lee
March 28, 2004