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Research papers
Segmenting the Indian market on lifestyles
This paper describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on lifestyle...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alok Shanker, Anand Singh
September 1, 1997
Research reports
ESOMAR 1997 report in radio audience measurement in Europe
The purpose of this ESOMAR 1997 report on radio audience measurement in Europe is to supply a comprehensive overview of national practice across Europe. In total, the ESOMAR report includes 42 surveys from 30 countries.
Catalogue: ESOMAR Codes And Guidelines
Author: ESOMAR B.V.
September 1, 1997
Research papers
Has CAPI delivered?
For market researchers, a key advance in recent years has been CAPI. However, there has been little dispassionate analysis of whether CAPI has delivered on the promised advantages. When it was first introduced, many raved: certainly it costs a lot,...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Lauranee Gerrard, Scott Wallace, Stephen Welch
Company: Ipsos MRBI
September 1, 1997
Research papers
Revisiting conjoint
The paper describes a case story based on a classic, but not traditional conjoint approach involving consumer attitudes to environmental problems and animal ethics in connection with the primary production of pork. In Denmark - as in many other...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Marcus Schmidt, Lene Hansen
Company: GfK
September 1, 1997
Research papers
Being creative with creativity
This paper describes research that was conducted to inform the development of an interactive CD-ROM product designed to enhance the mathematical skills of eight to twelve year old children in a user environment that combines computerized gameplay...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Michael Cohen, Stacey Matthias
September 1, 1997
Research papers
Breaking the mould
This paper describes work that has been carried out to empirically demonstrate the benefits of multi-media CAPI interviewing to the advertising process and to brand management. It draws on both previously published research and new research.
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Mike Denny, Kevin Ford, Jon Wilkins
September 1, 1997
Research papers
It is time we started using statistics!
In recent years development has concentrated, almost exclusively, on the application of new technology for improving efficiency of processing and speed of results in survey research. With CATI and CAPI, overnight results of surveys are now possible....
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Jeremy Wyndham, Richard W. Goosey
September 1, 1997
Research papers
The way ahead
The introduction of multimedia CAPI is set to revolutionise market research industry. This paper demonstrates some of the many benefits of this new technology that can be applied to clientsâ research problems and draws on results we have already...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Gerry Hahlo, Helen Lythgoe
September 1, 1997
Research papers
