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Research papers
Market research: A new generation on the go
This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer insight and enables sound business...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Corinne Rosinski
September 19, 2004
Research papers
No calibration required
Using data from North America and Western Europe, the authors demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based on the medium the respondent uses (on-line or off-line).This...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ji-Hoon Dierckx, Greg Rogers
September 19, 2004
Research papers
Product relevance as basis for market defragmentation and strategic decision-making
Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Jeroen Rietberg, Philip Bird
September 19, 2004
Research papers
A roadmap for developing an integrated, audience-focused, market research-driven organisation
Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures employed. Further, market research managers...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Don E. Schultz, David Haigh, Heidi F. Schultz
September 19, 2004
Research papers
Achieving a strategic, integrated approach to corporate reputation measurement
This paper focuses on an integrated and holistic approach to reputation management.This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key studies to deliver strategically significant and...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Raymond Heath
September 19, 2004
Research papers
Becoming cultural architects
Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.This paper describes how a single global segmentation study catalysed one organisation into rethinking many...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Hilary Perkins, Paul Buckley
September 19, 2004
Research papers
The calculus of consumer privacy
This paper provides the 'algebra of the consumer's mind' regarding what the consumer wants different types of professionals and companies to know about them. We look at the relevance of different insights, seeing how each is appropriate to a variety...
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Barbara Itty, Jeffrey Ewald, Jacqueline Beckley, Howard R. Moskowitz
September 19, 2004
Research papers
