Resources Library by ANA

Factor analysis

The paper shows how different versions of factor analysis applied to the same data can lead to different results. In contrast, factor analyses of data which differ can lead to the same results. These are two major limitations of the technique. Two...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Martin Alan Collins, Andrew S. C. Ehrenberg, Gerald J. Goodhardt

June 15, 1976

Possibilities for use of a new multivariant analysis method

In this report a new multivariant model is presented. In the first section a use-oriented systematic is developed. Within this systematic the multivariant technique, at present in vogue in practical research, is arranged. The new technique: Partial...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Erich Weihs

June 15, 1976

Some examples of research on bio-tex promotion

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: John Knecht, Marten Rook

June 15, 1976

The trade as a consumer

Just as consumers purchase goods from a retailer so do wholesalers and retailers buy products from a manufacturer. This paper takes the concept of penetration and repeated purchase, previously developed for use with consumer panels, and applies it to...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Alan J. Handyside, Pauline S. Irons

June 15, 1976

The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising

This paper summarises a market research programme that was carried out before, during and after the Martini 'Wonderful World' promotion in England in the spring of 1975. In our experience it is all too often true that promotional material is...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: Michael J. Franklin, David Wilding

June 15, 1976

Towards a new evaluation of grassland nutrition

Fisons have available a wide range of basic quantitative data on the use of fertilizer on grassland, covering a period of 20 years. But such data is largely restricted to analyses by size of farm and region. To gain a deeper insight into the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Derek Harris, Ronald E. Walpole, Bill Blyth

June 15, 1976

Using research for quality control in the inclusive holiday market

This paper discusses the importance of quality control in the holiday market and shows a system, dependent on research, in operation in Thomson Holidays, the largest UK tour operator. Adequate quality control depends on being able to specify the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Sheila Jones

June 15, 1976

At least sixty percent of promotion material is wasted!

Our study was based on representative samples of important groups of the food trade: 50 interviews among wholesale companies: 50 interviews among central offices of chains and 333 interviews among retailers with an annual sales volume of DM 200.000...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Author: Wolfgang Schaefer

Company: Schaefer market research GmbH

June 15, 1976

Changing consumer needs in the U.K. packaged holiday market

This paper describes how tour operators, with special reference to the British Airways subsidiary, have responded to changed market conditions in the holiday market since 1973. The changes have been caused by factors outside of the control of the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Albert Gallichan

June 15, 1976