Subject Index
 

Until recently, different elements of a campaign were evaluated in completely different ways. That, however, has all changed. This article describes TROI, a form of real-time research that aims to cap ...

This paper demonstrates how a new real-time research approach, TROI, captured how a catchphrase caught on within the context of a fully integrated campaign for Axe/Lynx. The deodorant brand has been t ...

Increasing cost differentials between modes of data collection and countries are requiring users and practitioners to consider more cost-effective survey designs. Using a 'fitness for purpose' framewo ...

This paper attempts to measure the value of an integrated business idea to enhance the hard work of an entire business returning to growth. Following implementation of ‘Try Something New Today’ it is ...

The advertising industry is increasingly using mobile technology to communicate and research. This paper examines the use of the short messaging service (SMS) on mobile phones to recruit samples for p ...

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Resear ...

How does trust affect consumer attitudes and recall in mobile advertising? This study explores this question by conducting a large-scale “pseudo” mobile advertising campaign in Japan. Two “real” brand ...

Wide usage of the mobile phone provides opportunities for marketers and researchers. Consumers are more accessible through these devices, and communication through the mobile internet can more easily ...

This paper describes the results of two tests to examine how mobile phone technology can be used in association with online research. The first test demonstrates how text messaging can be used to boos ...

This paper analyzes the combination of online panel surveys and face to face (using mobile devices) fieldwork methodologies. The Nokia Trends Study and a concurrent Online Panel Survey study were util ...

Next to the discussion on opportunities and limitations of mobile market research, the paper focuses on results of a qualitative trend-study supported by new mobile and web-based technologies. Over th ...

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints. For the first time marketers can see the impact on their brand of wor ...

The increasing popularity of ethnographically-based research can be limiting in some circumstances and categories. To combat this, a new qualitative method has been created. Using latest cell phone te ...

Due to the increasing penetration of cell phone-only households, survey administration via wireless devices is gaining attention. Regulations currently prohibit autodialing of cell phones, making admi ...

The authors present results from a study in which respondents were called on their cellular (mobile) phones to determine their levels of cellular dependence (e.g., cell-only or cell-casual users). Res ...

Today, the traditional pen and paper method of data collection in consumer panels faces many problems. The paper describes how to use technology to cope with these problems. New technology can be used ...

Although market research firms strive to be more integral to their client’s business process, several fundamental characteristics inherent to the way market research is conducted today represent barri ...

This paper describes why and how the population which can only be reached by mobile phones (10% of the population in France) has been included in the French Radio audience survey.

The aim of the paper is to explain the opportunities for market research through the use of a new technology to conduct surveys for gathering information on real time and event driven topics with diff ...

The globalization phenomenon has impacted almost every business sector, yet the market research industry seems to have under-exploited the many opportunities emerging in a boundary-less world. This pa ...

Over the past decade technology has become increasingly important in the acquisition of market research data, from CATI and CAPI studies through to the Internet. The Internet in particular has been gr ...

This paper describes how Carpetright used The Sun to promote its 'Madness' sale. Research showed that a third of Sun readers recalled seeing the campaign recently and, in two trading days, Sun reader ...

Everyday in Japan huge numbers of mobile users access the web from their mobile phones. This presents a unique opportunity to researchers and marketers alike to use the mobile internet as a research p ...

Internet data collection methods are becoming increasingly common, complementing conventional paper-based surveys and panels. They provide fast turnaround time and automation of the process of questio ...

In July and August 2000, MORI and Nokia carried out trials using WAP (Wireless Application Protocol) mobile phones to conduct market research, to test the viability of mobile internet as a research me ...

According to Atlanta Journal-Constitution staff writer Jeffry Scott in a 1993 article, the dog Leonard was the first animated character to introduce a car—the 1994 Acura Integra—but he w ...

The authors suggest that wireless cell phones are a potentially useful means of conducting survey research. Researchers can send survey questionnaires to respondents’ cell phones and get instant answe ...