Subject Index
 

The authors of this paper suggest it is time for market research to evolve to another level and to look at finance related behaviour. The paper says that if market researchers work with economists the ...

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial are ...

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The adverti ...

Experimental methods have a relatively low penetration into market research practice, despite their many inherent strengths. We review the strengths and weaknesses of four major experimental and quasi ...

This paper is based on a project which sought to assess radio's Return on Investment (ROI) as an advertising medium. Using IRI's BehaviorScan capability, the study was based on tests carried out in fo ...

This paper presents a new approach to the measurement of fragrance ‘ideas’ (e.g., a fragrance for today’s woman), based upon the fit of a visual concept to a specific fragrance idea. The features of t ...

Richard Burnham describes interaction effects and design of experiments (DOE, otherwise known as multivariable testing, MVT). Using a direct response case study, he explains how a number of variables ...

As an increasing number of older adults return to college, the debate over using students as research subjects must be reconsidered. This study explicitly compares the results of an advertising study ...

This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ...

Three Dutch orchestras approached Intomart and SEO for a demand analysis regarding concerts of classical orchestral music in the Amsterdam area. The main object was to determine the attributes that co ...

The paper discusses a new response scale suggested as an option to numeric scaling. The respondent is provided with a box in which he or she is asked to place as many Ls (to represent liking) or Ds (d ...

The paper suggests that keeping these three criteria in mind in deciding on a research design can help maximise the validity and efficiency of the resulting work. Representation is the extent to whic ...

This paper explores the question of accuracy in the estimation of opinion distributions. The study builds on a survey of a representative sample of the adult Jewish population of Israel. The data we ...