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Publications
 

Jon Chandler
CONTEXT RESEARCH
Understanding Impulse: The Double Observation Method
London 2000

A new innovative methodology to explore consumer behaviour in the impulse purchase sector.

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Pascal Fleury
TRILOGY
Words and Bytes (Applied semiotics and lexicometry)
rev. 2000, Lisbon 1988

Award of the best methodological paper at ESOMAR congress in Lisbon 1988. The paper based upon the letter from Francois Mitterand to the French proved the interest of a computer linguistic approach for getting richer option and motivational analysis.

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Teresa Monjardino, Udo Reuter
BUSINESS DIRECTIONS
Brake, Motor, Petrol or Oil? The Researcher's Role in the Innovation Process
Paris 1999

The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation.

The central thesis of this paper is that the prime role of marketing researchers in the innovation process should be that of an ''active facilitator'' and ''energizer'' - a continuous member of the innovation team providing knowledge and adequate ''tools'' which promote the development of innovation on a valid theoretical basis.

This means a fundamental shift compared to the usual marketing process, involving changes at all levels: research theory and concrete tasks (''paradigm free research'') as well as in client relations. The authors outline the scope for innovation in marketing research, which stimulates the development of new approaches, and innovation in research.

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Pascal Fleury
TRILOGY
Innovating on International Markets
Paris 1999
Available in french only.

The new developments of innovation and chaos theories in empirical research with their consequences on international markets and research practice.

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Ian Becattelli, Mike Pepp
CONTEXT RESEARCH
Developing Better Pan-European Advertising
Hamburg 1998

Advertising is composed and read differently across Europe. By implementing the right research programme in the right way we can develop more creative, metaphorical solutions to cross-cultural brand communication

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Des Byrne
BEHAVIOUR & ATTITUDES
Coming to Terms with Change
Dublin 1998

In the past ten years which European economy has topped the league table in terms of growth in

  • GPD per head
  • New job creation
  • New company foundation

What happens when all of these changes are concentrated into one small economy where the social changes are even more marked than the economic ones?
What lessons can marketing companies learn from this laboratory of intense change?

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Mike Owen, Jon Chandler
CONTEXT RESEARCH
Branding Drugs to Meet the Generic Challenge
London 1997

The potential significance of branding in the pharmaceutical sector: building brand identity at an emotional level to target and anticipate potential needs and practical requirements.

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Udo Reuter
IMW-KÖLN
New Cross-cultural Marketing Research
Singapore 1997

Cross-cultural marketing is complex, interactive, creative, experimental, sensitive ... It demands non-linear thinking and non-linear marketing. The objective of the paper is to challenge the way we think about international research and marketing.

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Pascal Fleury
TRILOGY
Chaos Theory
Stockholm 1997

The surprising connections between the chaos theory and marketing research in saturated markets and the methodological consequences for carrying out projects.

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Udo Reuter
IMW-KÖLN
The 7 Mortal Sins in Qualitative Research
Amsterdam 1995

Reproaches and doubts regarding qualitative research refer to theoretical (and scientific) legitimation as well as to practical execution. The paper provides a review of the paradigm of qualitative research. Furthermore sins in practical research are described, possible causes and some suggestions for solutions are discussed.

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Rolf Verlinden
KEYSTONE NETWORK
Brand Personality Modeling
Prague 1994

Understanding the very personal relationship that exists between 'user' and 'brand' by a brand personality modelling system based on personality structure theories.

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Pascal Fleury
TRILOGY
What's New?
Oslo 1993
Available in french only.

Explanation of the mechanisms playing a decisive role in innovation in European culture and the methodological consequences stemming from it.

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Udo Reuter
IMW-KÖLN
How to develop strong brands
Oslo 1993

Established brands are no guarantee for eternal profit. The successful development and caring for strong brands requires a new and deeper understanding of the brand and of its function in modern markets.

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Phelim O'Leary
BEHAVIOUR & ATTITUDES
Verbal and Non-Verbal Techniques in Group Discussions
Dublin 1992

Have you ever been carried away by a research 'insight' purely because of its novelty?
Have you subsequently struggled to remember what it was that it excited you about the idea in the first place?
Perhaps you need a reminder of the fundamentals of qualitative research. This paper is a useful starting point.

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Udo Reuter
IMW-KÖLN
Architectural Guidelines for Castles in the Sky
Madrid 1992

This paper describes the background, the theoretical prerequisites and the methodological design of marketing research for innovations.

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Des Byrne
BEHAVIOUR & ATTITUDES
Advertising Research - Problem or Cure
Dublin 1991

One critic has described advertising pre-testing as 'the arterio-sclerosis of the creative process'. This paper attempts to illustrate that this needs not to be the case. More than that it argues that advertising development research, properly planned, can help rather than hinder the process.

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Udo Reuter
IMW-KÖLN
Searching for Common Ground in New Europe
Luxembourg 1991

New Europe creates new requirements in market research. The intercultural approach reveals the historical, cultural and motivational roots of today's markets and behaviour.

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Pascal Fleury
TRILOGY
Die European Via de Vivre
Luxembourg 1991

In-depth and experience-based description of the rules of game playing a role in the developing sector of transcultural market research.

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Mike Owen, Jon Chandler
CONTEXT RESEARCH
The Role of Gaming Techniques in Understanding Decision Processes
Brighton 1986

The paper explains the operation of a new range of qualitative research methodologies built around ''gaming'' principles. Gaming techniques help in identifying some of the crucial but less rational events which do impact consumer decision.

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Pascal Fleury
TRILOGY
The New Qualitative Studies
Rome 1984

First appearance in Europe of the concept of new qualitative studies with their own rules and specific stakes. The idea existed in France, not yet in the rest of Europe.

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QUALIS INTERNATIONAL Publications
QUALIS INTERNATIONAL has committed itself to progress. The network is permanently concerned to improve well-tried approaches and develop new methodologies. Its work is clearly focused on the intercultural transfer of research tools and the development of innovative approaches which help us and our clients to cope more successfully with the challenges of international marketing and structural changes of the markets.

These developments are submitted regularly as a matter of discussion on the occasion of researchers’ or marketing conventions. Progress has to prove its worth also in critical discussion with those using the research and with our fellow-researchers.