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Research papers

To be or not to be durable

The Consumer Electronics Industry has worldwide arrived at a phase of reconditioning. Both manufacturers, consumers and the intermediate trade are confronted with Shakespeare's intriguing question mark: "To Be Or Not To Be?". Who will survive? There...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Nico van der Zanden
Company: Philips International
June 15, 1992
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Citation

van der Zanden, N. (1992a, June 15). To be or not to be durable. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/to-be-or-not-to-be-durable


Research papers

Using conjoint analysis to assess the relative values of 'host' and 'guest' brands in multi-brand products

The paradigmatic concept of a brand is a name standing for a "virtual individual". Within this traditional approach, a multi-brand product carrying more than one brand is an antinomy, standing against the idea that a loyal consumer can trust the...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Stefan Oglesby
Company: LINK Institut für Markt- und Sozialforschung
June 15, 1992
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Citation

Oglesby, S. (1992a, June 15). Using conjoint analysis to assess the relative values of 'host' and 'guest' brands in multi-brand products. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/using-conjoint-analysis-to-assess-the-relative-values-of-host-and-guest-brands-in-multi-brand-products


Research papers

The Gulf markets

This paper wants to stress that there are real opportunities for business in the 1990s in the Gulf markets. Cease those opportunities. But for success you need quality products, professional and effective marketing, preservarance, patience and some...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Hussain M. Sultan
June 15, 1992
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Citation

Sultan, H. M. (1992a, June 15). The Gulf markets. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/the-gulf-markets


Research papers

The challenges for agricultural market research in the united Germany

After the political and economic opening of Eastern Europe towards the West, many companies which wanted to become active in these new markets asked quite quickly for market data. If any qualitative or quantitative market data on farm structures,...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Karl-Georg Herbert
Company: Produkt + Markt GmbH & Co. KG
June 15, 1992
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Citation

Herbert, K. (1992a, June 15). The challenges for agricultural market research in the united Germany. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/the-challenges-for-agricultural-market-research-in-the-united-germany


Research papers

What mother never told you about market research

This paper shares my observations about the way we conduct market research. No longer is market research seen as the scientific arm responsible for solving business problems. We are now the "give me a number" group. Market research should be the...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Lewis H. Knickerbocker
June 15, 1992
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Citation

Knickerbocker, L. H. (1992a, June 15). What mother never told you about market research. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/what-mother-never-told-you-about-market-research


Research papers

Turning results into action

This paper will discuss a highly successful and cost-effective direct-marketing/image campaign at MCTs Central Division that returned $299,000 in monthly revenue in six months on an initial investment of $16,000. The program was the result of...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Debra L. Zahay
June 15, 1992
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Citation

Zahay, D. L. (1992a, June 15). Turning results into action. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/turning-results-into-action


Research papers

US trends in customer satisfaction and distribution

J.D. Power and Associates recently released its Vehicle Performance Study, the fourth of its five-phase owner satisfaction program. Other studies that comprise this program are the company’s well-known Customer Satisfaction with Dealer Service...

Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: James David Power
Company: JD Power
June 15, 1992
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Citation

Power, J. D. (1992a, June 15). US trends in customer satisfaction and distribution. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/us-trends-in-customer-satisfaction-and-distribution


Research papers

The image and the image improvement of farmers

Why is the chemical industry interested in the image of farmers? Haven't they got enough to cope with their own image? Doesn't the chemical industry have a worse image than agriculture? These questions arise when a man from the agrochemical industry...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Alfred Schmelder
June 15, 1992
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Citation

Schmelder, A. (1992a, June 15). The image and the image improvement of farmers. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/the-image-and-the-image-improvement-of-farmers


Research papers

What advertisers expect from TV audience research and what they actually get

To get us started on this workshop I propose to ask six basic questions to which I also propose some answers. I do not expect that all of you will necessarily agree with the suggestions and proposals I will be making, but that should certainly ensure...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Mahmoud Aboul-Fath
Company: Procter & Gamble
June 15, 1992
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Citation

Aboul-Fath, M. (1992a, June 15). What advertisers expect from TV audience research and what they actually get. ANA - ESOMAR. Retrieved September 04, 2025, from


https://ana.esomar.org/documents/what-advertisers-expect-from-tv-audience-research-and-what-they-actually-get