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Research papers
New technology, new paradigms, and the attributional cloak: Qualitative research shall go to the (scientific) ball
Within market research, as in the social sciences generally, qualitative research is increasingly recognised as the only possible route to certain kinds of information. We argue that, rather than grafting isolated pieces of new technology onto the...
Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Peter Stratton, Roger Sivlter
June 15, 1993
Research papers
Launching new magazines
The quest for a cheap and reliable method for developing and launching successful new products is probably futile. Indeed this paper proposes that for a firm to develop profitably it is not strictly necessary to be able to predict how well its new...
Catalogue: Seminar 1993: Competition In Publishing
Author: Michael Bird
June 15, 1993
Research papers
Informing companies
Market research is in the 'informing and guiding companies business'. Its effectiveness depends on the quality of the informing service provided by both agencies and internal research departments. Examples from the motor industry suggest that many...
Catalogue: Seminar 1993: Marketing And International Research
Author: Philip Wade
June 15, 1993
Research papers
The usefulness of complex and pluricausal thinking in qualitative research
In the present paper, we will attempt to achieve such a synthesis: having first redefined our interface with the academic and economic environments respectively, we will then indicate a number of possible future directions some concepts worth...
Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Françoise Leconte, Marc Carpentier
June 15, 1993
Research papers
What do women want?
The countries of Central Eastern Europe are evolving very fast: how different are they from each other and from the West? Are differences culturally rooted, or driven by specific national circumstances? This paper discusses some data from a recent...
Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Authors: Carla Millar, Christine Restall
June 15, 1993
Research papers
The ideal customer
This paper attempts to answer these two questions, with special reference to the automobile market. The paper is divided into three parts. The first part examines the nature of the satisfaction construct from a theoretical perspective, and then...
Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?
Author: Richard Brookes
June 15, 1993
Magazines
Marketing and Research Today (May 1993)
The concept of the brand is central to marketing and research and muchresearch work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time....
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
May 1, 1993
Research papers
Toward a common verbal scale of perceived quality
This research addresses a key issue of concern to the international users of customer satisfaction measurement (CSM) information. One of the benefits of CSM is that it offers a yardstick forjudging the performance of the company in becoming customer-...
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Lawrence A. Crosby
September 1, 1992
Research papers
