STUDIES AND PAPERS

Drshti:

  • In search of platform nine and three quarters…
    The Internet: the magical platform to enter young a mind?
    Presented at: ESOMAR - Qualitative Seminar, 2008.
    Authors: Shobha Prasad; Charukesi Ramadurai
    A mix-methodology experiment to understand the youth mind.

  • Influencers in Investments:
    Presented at: MRSI, Bangalore, 1996.
    This paper examines the influencers in the investment process.

  • Want - See - Do - The Motivational and Perceptual Structure of the Investment Market Presented at: MRSI, Bangalore, 1996.
    This paper examines the drivers and barriers in the choice of investment products, and the role of perceptions.

  • Mutual Funds - Choice cum Equity Model
    Presented at: MRSI, Bangalore, 1996.
    This paper develops a first level model of predicting choice, and for measuring corporate/ brand equity in the mutual fund market.

  • Hoodibaba: Ad Pre Test with a difference
    Presented at: MRSI, Bangalore, 1996.
    This paper discusses the measurement and contribution of non verbal cues to the analysis of commercials, in a qualitative pre test environment.

Co-Authored by A.K. Balaji Prasad.

  • Measuring Advertising Effectiveness - Effect of Size or Duration of Ads on Ad Effectiveness
    Presented at: MRSI, 1994.
    This paper looks at the impact of the length of commercials vs. the frequency of exposure

  • How Advertisements works - The Role of Emotions in Indian Advertising
    Presented at: MRSI, 1994.
    This paper examines the impact of the emotional elements vs. the cognitive components of a commercial.

  • How to create better Advertising - Role of Values in Indian Commercials
    Presented at: MRSI, 1994.
    This paper examines whether core or instrumental values are usable as a segmentation variable and how they may form the basis for positioning - it also presents preliminary segments, sizes and how different brands are positioned on values.

© Copyright Drshti Strategic Research Services Pvt. Ltd. January 1995

 
 
 
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