Dirk Frank
Marktforschung (Honorarprofessor)
Contact
Dirk Frank was initially a visiting professor at Pforzheim University before being appointed honorary professor in 2009. He teaches in the Bachelor’s program Market Research and Consumer Psychology, with a focus on methods and market research, international market research and special applications of marketing research such as packaging and design, as well as brand and communication research. After training in psychology, Dirk Frank first worked as a research assistant and later as an instructor at the University of Frankfurt before he embarked on a professional career in institute market research. Today, he is a managing partner at a leading research institute in Bad Homburg vor der Höhe. His professional activity focuses on international research and consulting projects for the pharmaceutical industry, for brand articles in consumer goods and for durable consumer goods.
For many years, Dirk Frank has studied interactions between emotional and cognitive processes in behavior regulation. His research interests lie in health research (e. g. influences of digital health on coping and treating strategies of patients), models of consumer behavior (Behavioral Economics), and measurement methods for the assessment of implicit and explicit information processing. He focuses on developing practical procedures for collecting data and data modelling and testing procedures in various countries and markets. The incremental value provided by a holistic examination of “system 1” and “system 2” can be identified using model theory and empirical studies in various areas of market research, such as product packaging design, brand communication and new product development. His consulting and research activities for brand manufacturers and pharmaceutical companies focus on new product development and sales forecasts, fundamental and market segmentation studies, as well as marketing mix optimization.
Consumer Psychology , (International) Market Research , Behavioural Economics , Cognition and Emotion , Empirical Research Methods , Statistics
Journal article
CLEFF, T., BUYER, D., FRANK, D. (2010). Von Präferenzen zu Marktanteilen – Bestandsaufnahme zum Einsatz von Conjoint-Analysen zur Absatzprognose in der Marktforschungspraxis. Planung und Analyse (4), 45-49.
FRANK, D., LÖFFLER, A. (2010). Effektive Werbung im Informationschaos - Der Erfolgsbeitrag intelligenter Pretests. Planung und Analyse (6), 28-32.
FRANK, D., SCHLUND, W. (2005). Challenges of global research, some remarks and some solutions.. Planung und Analyse, 16-22.
FRANK, D., SCHLUND, W. (2004). Kann Werbewirkung sensibler gemessen werden? Planung und Analyse (1), 45-49.
FRANK, D., ELLERBOCK, H. (2004). Markenwertmessung als Herausforderung eines integrierten Markenmanagements. Planung und Analyse (2), 50-58.
FRANK, D., SCHLUND, W. (2004). Was ist das Ziel qualitativer Forschung? Planung und Analyse.
FRANK, D. (2004). Virtuelle Realitäten in der Marktforschung – methodische Möglichkeiten und Grenzen.. (13), pp. 8-9.
FRANK, D., SCHLUND, W. (2001). Redefining Qualitative Research., pp. 29-48.
FRANK, D., SCHLUND, W. (2001). Packaging Research revisited. A method for international research.. Planung und Analyse, 43-47.
FRANK, D., SCHLUND, W. (2001). Qualitative Marktforschung - Immer tiefer in die Tiefe ? Planung und Analyse (1), 56-83.
Book/Monograph/Ebook
BESEMER, I., DÜRR, P., FRANK, A., GAIRING, F. (1998). Team(s)lernen Teamarbeit. Deutscher Studienverlag.
Publication in Collected Edition (encyclopedia...)
FRANK, D., ZWINGMANN, C., MOOSBRUGGER, H. (2004). Der gemeinsame Glaube der Christen – Empirische Analysen zum Apostolischen Glaubensbekenntnis. Hrsg. von Ch. Zwingmann und H. Moosbrugger, Münster, Germany.
FRANK, D. (2002). Markenwert. Hrsg. von D. Pflaum, München, Germany.
FRANK, D. (2002). Globalisierung als Herausforderung für die Marketingforschung.. Hrsg. von Deutscher Manager-Verband, Zürich, Schweiz, Switzerland.
Contribution to Series of Ext. Research Institute
FRANK, D., METHNER, T. (2010). Welcome to the House of Research. Achieving new insights and better brand knowledge through courageous ways of collaboration in what is usually a competitive environment.. Amsterdam, Netherlands.
Article in Proceedings
BRITZELMAIER, B., FRANK, F., LANDWEHR, M., REIMER, S. (2014). Development of the Management Compensation in German HDAX Companies from 2003 to 2012. 11th Circle Conference.
BRITZELMAIER, B., SCHLEGEL, D., FRANK, F. (2014). INVESTMENT DECISIONS AND CAPITAL BUDGETING PRACTICES – EMPIRICAL RESULTS FROM GERMAN MANUFACTURING COMPANIES. 11th Circle Conference.
NADERER, G., FRANK, D. (2013). Den Homo Heuristicus verstehen: Implizit braucht Explizit - und umgekehrt. 50 Jahre - 50 Thesen, Band 4: Marketing und Management (pp. 13-21).
FRANK, D., RIEDL, P. (2004). Theoretical Foundations of Contemporary Qualitative Market Research [63 paragraphs]. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research [On-line Journal], 5(2), Art. 30. Available at: http://www.qualitative-research.net/fqs-texte/2-04/2-04frankriedl-e.htm [Date of Access: May 20th, 2004]. (pp. Art. 30).
Online Publication
NADERER, G., FRANK, D. (2014). Den homo heuristicus verstehen: Implizit braucht Explizit – und umgekehrt (Teil 1) - marktforschung.de. Marktforschung.de, Germany.
NADERER, G., FRANK, D. (2014). Den homo heuristicus verstehen: Implizit braucht Explizit – und umgekehrt (Teil 2). Marktforschung.de, Germany.
Working Paper
FRANK, D., NEUREITER, M. (2010). Against all odds! Using unconventional research to establish a life-changing migraine treatment as the leading OTC-brand in a saturated market environment. (54721_08). GLOBAL HEALTHCARE 2010.
FRANK, D. (2006). Gütekriterien für die Personalauswahl und Eignungsbeurteilung. Institut für Psychologie der Johann Wolfgang Goethe-Universität Frankfurt a. M.
FRANK, D. (2004). Vergleichende Evaluation von Lehre und Forschung im Hochschulsystem des Landes Baden-Württemberg. Institut für Psychologie der Johann Wolfgang Goethe-Universität Frankfurt.
FRANK, D. (2001). Skalenkonstruktion und Fragebogengestaltung in Markt- und Meinungsforschung.
Other Publications
FRANK, D. Das Allgemeine Lineare Modell – Lineare Regression. Germany.
Major activity in a professional group context (e.g. member of the examination board for tax advisors)
since 2017
National Representative ESOMAR Germany
European Society of Market and Opinion Research (ESOMAR) Netherlands
since 2014
Mitglied Prüfungsausschuß Fachangestellter für Markt- und Sozialforschung
IHK Wiesbaden Germany
since 2013
Employer's representative Expert Committee "Fachangestellter für Markt- und Sozialforschung"
IHK/ZPA Nord-West Germany
Presentation at a Conference
2016
„„Der Homo Heuristicus in der Marktforschung – Warum implizit nicht alles so ist, wie manche es explizit gerade darstellen“. Vortrag auf der BVM Fachtagung „Behavioral Economics – psychologische Marktforschung 2.0“, Frankfurt am Main, 21. November 2016
BVM Fachtagung „Behavioral Economics – psychologische Marktforschung 2.0“ Germany
Membership
since 2006
Member of the European Society of Market- and Opinion Research (ESOMAR)
ESOMAR Netherlands
since 1998
Market Researcher BVM
Berufsverband der Markt- und Sozialforscher Deutschland (BVM) Germany
