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Research papers

Strategy 2000

Opening speech from Mary Goodyear at ESOMAR Congress 1993.

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Author: Mary Goodyear
June 15, 1993
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Citation

Goodyear, M. (1993a, June 15). Strategy 2000. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/strategy-2000


Research papers

Changing roles and new opportunities in the international client-agency relationship or are we using a sextant to steer a spaceship?

Today the kinds of projects undertaken by research managers are no longer confined to traditional types of research. There are projects bringing together cross-functional teams and consumers to brainstorm ideas or to solve problems; there are...

Catalogue: Seminar 1993: Marketing And International Research
Author: Kay Broadbent
June 15, 1993
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Citation

Broadbent, K. (1993a, June 15). Changing roles and new opportunities in the international client-agency relationship or are we using a sextant to steer a spaceship?. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/changing-roles-and-new-opportunities-in-the-international-client-agency-relationship-or-are-we-using-a-sextant-to-steer-a-spaceship-


Research papers

Advertising in Russia

JWT is originally an American advertising agency with a lot of well known clients. The JWT-network has 169 offices in 44 countries all over the world. As JWT is the fourth agency in the world, it obviously has to stay in pace with the developments in...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Author: Michiel Roodnat
June 15, 1993
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Citation

Roodnat, M. (1993a, June 15). Advertising in Russia. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/advertising-in-russia


Research papers

Analysis of problems inherent in the prevailing fragrance research

The present fragrance research situation can be defined by just two words: need and dis-satisfaction The need for fragrance research is based on the fragrance's perceived importance as the "invisible brand personality", due to which it is constantly...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business
Author: Barbara Busch
June 15, 1993
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Citation

Busch, B. (1993a, June 15). Analysis of problems inherent in the prevailing fragrance research. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/analysis-of-problems-inherent-in-the-prevailing-fragrance-research


Research papers

Metaloyalty as an instrument in managing direct marketing

By defining METALOYALTY a contribution to the clarification of a diversity of loyalty definitions and concepts has been outlined.This cuticle is divided into two parts: First we will focus on the process leading to the definition of metaloyalty and...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Gorm Kunøe
June 15, 1993
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Citation

Kunøe, G. (1993a, June 15). Metaloyalty as an instrument in managing direct marketing. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/metaloyalty-as-an-instrument-in-managing-direct-marketing


Research papers

On the scent of a mystery

A partial exploration of some of the biological and psychological dimensions of odour is undertaken herein. Metaphor often reveals cultural viewpoints in regard to the senses, and smell - both positive and negative - is frequently characterised...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business
Author: Joseph A. Precker
June 15, 1993
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Citation

Precker, J. A. (1993a, June 15). On the scent of a mystery. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/on-the-scent-of-a-mystery


Research papers

Optimum stimulation level and means-end hierarchies

The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Pierre Valette-Florence, Bernard Rapacchi
June 15, 1993
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Citation

Valette-Florence and Rapacchi (1993a, June 15). Optimum stimulation level and means-end hierarchies. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/optimum-stimulation-level-and-means-end-hierarchies


Research papers

Measuring consumer expectations and satisfactions

Measurement of consumer expectations and satisfactions has been of long standing concern to consumer behaviour researchers and has been extended, in recent years, by academics and practitioners who have research interests in service quality - where...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?
Author: Barbara R. Lewis
June 15, 1993
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Citation

Lewis, B. R. (1993a, June 15). Measuring consumer expectations and satisfactions. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/measuring-consumer-expectations-and-satisfactions


Research papers

In search for the most ideal site location for a shop

Cees Moorman and Maijan Smit both work at Ahold Vastgoed BV as Head Market Research and Head Customer Radius Research. Because of the close cooperation between Customer Radius Research and Site Location Research a Market Research Department is formed...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Authors: Kees Moorman, Marjan Smit
June 15, 1993
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Citation

Moorman and Smit (1993a, June 15). In search for the most ideal site location for a shop. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/in-search-for-the-most-ideal-site-location-for-a-shop