Subject Index
 

Describes a segmentation study by Continental Research for Electronic Arts (EA), the world's largest publisher of PC games. Cluster analysis was used to identify the key segments, producing six cluste ...

Describes how the Civil Service Motoring Association, made vulnerable by an ageing membership, old-fashioned image and aggressive competition, used research in a creative and sensitive way to repositi ...

Describes work done over 21 years by MORI for Southwark Borough Council. This includes: regular tracking, People's Panels, focus groups, `community workshops'. This research has enabled the Council to ...

Describes the Scottish Radio Listener Survey, conducted by RSGB Media for Scottish Radio Holdings (1996-7), designed to provide segmentation, media use and targeting data. The need for the survey, its ...

Describes a new analytical approach to building `what if' scenarios using customer satisfaction data collected through market research surveys. The types of data typically collected in such surveys, a ...

Describes the methodology and main findings of a survey amongst prison inmates carried out by BMRB for the Home Office. A main objective was to estimate the proportion of all crimes that are committed ...

Describes a survey among young people about experience of abuse or neglect, conducted by BBMRB Social Research for the NSPCC in connection with their Full Stop campaign. It was known that crimes again ...

'Silence is the virtue of fools' (Francis Bacon) We can look but eventually we'll have to leap This paper is based on the premise that there is an irrefutable case for re-launching the market rese ...

Describes how a semiotic analysis tool, the Competitor Advertising Decoding Kit, was used by Guinness to gain a new depth of insight into competitor marketing. The system, supplied by Added Value, gui ...

Case history of research undertaken by Charles Schwab Europe (CSE) to evaluate the potential for a new mobile information service for its trading customers. The study, based around a pager device, was ...

Describes experimental work by Whitbread aimed at creating a research system to facilitate board decisions about brands. Companies like Whitbreads are constantly faced with decisions whether to enter ...

At the MRS Conference, 2000, Rupert Howell in a keynote speech attacked the research industry for failing to innovate or adapt to change. The authors take up the challenge of trying to understand the ...

Many media owners have started 2001 by dumping the Internet ventures they bought into so excitedly a year earlier.

This paper presents the findings from a study of 184 professionals from American and multi-national research agencies. The study focuses on the organizational characteristics of the agencies and the d ...

Discusses the use of the Internet for research, and the work that needs to be done to adapt research methodologies to it. Strengths and weaknesses of the Internet, compared to other research media, ar ...

Argues that marketers are increasingly feeling a need to observe and interact directly with consumers, in ways which may seem to bypass market research. Reasons for this trend: speed of change, the ne ...

Rethinks what is meant by a `consumer', which means different things to different people (often making communication difficult). Six `models of thinking' about consumers are identified and described: ...

This article describes a case study that used Moderated E-mail Groups (MEGs) to assess the potential for launching an online (Internet) share-trading platform in the UK. For reasons of client confiden ...

Does research assist or stifle innovation? This paper starts with an overview of the transfer of a revolutionary, instant meal technology from Asia to Europe. A classically correct research programme ...

Daewoo's launch into the United Kingdom has been the most successful since records began. This has been achieved by breaking many of the long-established rules of car marketing, one of which concerns ...

This paper describes the development of a feasibility study amongst top decision-makers in the European Union carried out on behalf of the European Commission. The survey was conducted in all fifteen ...

This paper sets out the process whereby an innovative, cost-effective survey method was required to address the information requirements of the Edinburgh Tourist Board regarding the market for visitor ...

This paper demonstrates the synergies obtained by combination of agency and client resources. The result is an improvement in strategic decision making and an enhancement of market research. The resea ...

This paper discusses a large pan-European study which was commissioned by SmithKline Beecham under the guidance of a panel of key psychiatrist opinion leaders to examine depression in the community an ...

This paper discusses the strategy and role of market research at Eli Lilly and Company. The value created is by emphasizing the why of the findings, not just what the findings are. More open-ended que ...

The present article is the description of applied research, conducted by the Scientific Research Center 'V-Ratio' (Moscow) by the order of one of the largest financial companies in Russia. The first c ...

At the beginning of the 1990's, it was recognised that the existing information on the volume and value of tourism and the characteristics of the visitor market was inadequate as an input to the forwa ...

This paper covers the use of panels for industrial (business to business products), based on a case study of the use of panels for measuring the market for parcels in the UK The article is based on a ...

Brief description of the AMSO Research Effectiveness Awards, launched as a counterpart to the IPA's Advertising Effectiveness Awards, with a similar purpose: to demonstrate the practical value of rese ...

The current chairman of AMSO (Association of Market Survey Organisations) describes the mission of AMSO and its current concerns. Points discussed include quality control and standards of research, co ...