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Research papers

Can you reduce product assortment?

A main feature of the category management process is the search for an optimal assortment. Improving the assortment is assumed to lead to faster turns, higher profits, and greater customer satisfaction.This paper presents a series of case studies...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Stephen P. Needel
April 19, 2005

Research papers

How effective is product placement at improving brand image and preference?

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United States and this paper is based on a case study for...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Author: Darren Marshall
June 21, 2005

Research papers

Eight foundation stones for successful innovation in market research

This paper shares the insights from continuous primary research over the past three years with 25 leading multinational and large domestic Australian clients exploring their current and emerging needs with respect to market research.The paper...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Mark Sundquist
March 25, 2005

Research papers

Increasing telecom revenue through mobile centrex in the Norwegian business market

This study tested the market and revenue potential for Mobile Centrex in the Norwegian business market. Mobile Centrex is a system that allows businesses to change from using fixed line telephones to partially or entirely using mobile phones. The...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002
Author: Bjarne André Aamli
October 20, 2002

Research papers

Measuring newspaper reading during summer period via mobile phones

Historically it has been very difficult for newspapers to measure and analyze newspaper consumption and reading behavior during the summer period when many readers are on holiday.With new data-collecting methods, using mobile phones, it can however...

Catalogue: ESOMAR Technovate Conference 2003
Authors: Leif Widman, Lena Vogelius
January 26, 2003

Research papers

Beyond eyeballs

The majority of web businesses do not provide good customer experience: they are unusable and/or do not meet the customers' expectations and preferences. One reason for this state is that good websites rely on both good marketing and software...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Bonny Brown
June 1, 2001