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Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Article

This article explains why opinion polls still remain the reference in public affairs, despite being criticised for inaccuracy.

Article

This case study shows how the Direct Line Group, an insurance provider, devised a strategic solution to boost its staff's morale and curtail its sales decline.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Research Paper

This paper explores the effect of generations in market research, specifically when, why and for whom social and digital metrics provide informational value that traditional research cannot.

Research Paper

This article explores several variables, other than traditional demographic ones, that could improve the accuracy of online survey research.

Research Paper

This paper assesses radio audiences in Venezuela, and argues that this often under-valued channel deserves more attention.

Research Paper

Newspaper and magazine publishing businesses are going through tremendous change. Readers are accessing content in multiple formats from multiple devices and are increasingly difficult to measure.

Research Paper

How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats.

Research Paper

Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique.

Article

This article discusses the Future Foundation's concept of "The Big Lie", the difference between what UK consumers say and what they do.

Article

This report from ESOMAR's 2012 Congress in Atlanta includes a brief discussion of and links to some of the key papers presented at the event, together with a round-up of core themes.

Opinion

Atlanta, the location of this year’s ESOMAR Congress, is seen by US film fans as the Zombie Capital of the World .

Article

Issue Seven of FutureProof, the Futures Company’s briefing on strategic and consumer issues, examines sustainable disruption and strategic sustainability.

Case Study

A new concept car from Fiat, the Mio ("mine"), was launched in Brazil with this campaign. Fiat was the market leader in Brazil, and wished to innovate to maintain its position; Brazil, as a fast-growing economy, had become a priority for global car brands.

Research Paper

Until recently the world of fundraising relied on goodwill to motivate supporters to donate their time or money to good causes.

Research Paper

We describe an industrial-strength software system for automatically coding open-ended survey responses.

Research Paper

This paper shows how the market barriers that brands face can be measured in combination with attitudinal equity to produce a close estimation of market share and a means to determine the relative success individual brands are having in dealing with business challenges in a common market.

Research Paper

Over the last 24 months, three publicly traded, North American companies (Menu Foods, Matteland Maple Leaf Foods) have provided researchers and practitioners with ample evidence that themost valuable crisis management and communications responses are not determined by the size of the crisis plan but by the effectiveness of the organization’s leadership, mindset and organizational culture.

Research Paper

Nick Tanner addresses the issue of market research being used for promotional and public relations' purposes, rather than purely finding the truth.

Research Paper

The paradox of success is you need to embrace failure to achieve it. Failure is the essential ingredient that nobody talks about or acknowledges and everyone tries desperately (and understandably) to avoid.

Research Paper

The development of modern Japanese marketing research is described from its inception following the Second World War to the early years of the new millennium.

Research Paper

This study focuses on the effects of news and advertising expenditures on corporate reputation. Both advertisement expenditures and the tone (or tenor) of business news exert a positive influence on corporate reputation.

Research Paper

The purpose of the research outlined in this paper is to investigate the changing notions of the consumer's self in the transitional economies of India and China.