Research Papers

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ESOMAR's Research Papers are conference white papers from world's leading marketing, advertising and market research professionals.

ESOMAR members have full and free access to all papers over 18 months old. To access your archive of conference papers head over to MyESOMAR. If you are interested in becoming an ESOMAR member contact our membership team at

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Do rotten apples spoil the whole barrel?

This paper will examine the nature and probable causes of inattentive or fraudulent respondent behaviour. As researchers, we are constantly aware of the kinds of errors and biases that threaten the...


The missing link

In January 2005 the Dutch Advertisers Association (BVA) presented the results of an observational study on viewing behaviour during commercial breaks. Results from filming 100 households watching TV...


Integrated campaign evaluation

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies. In the evaluated campaigns, the explained variance of the predictive models depends on the...


Radio zapping

This paper reports on switching during radio advertising, based on analysis of GfK Media GB''s survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol...


Recognized in a split second

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised. The fieldwork was carried out by Inter/View and,...


The Dutch outdoor study
Research on the move

In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for...


Is anybody home?
Out-of-home viewing and guest viewing

This paper discusses a method to incorporate out-of-home viewing in the TAM ratings. In some cases the audience profile of channels and their programmes could be dramatically different if this viewing...

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For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

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