Resources Library by ANA

The practical application of market segmentation

The aim of this contribution is the evaluation of clustering techniques from the viewpoint of practical marketing application. Clustering techniques (segmentation methods, grouping methods) are procedures that search for and detect natural groupings...

Catalogue: Seminar 1972: Segmentation And Typology

Authors: Andreas Winkler, D. E. Freitag

Company: GfK

June 15, 1972

Data collection in research projects amongst the whole family

This paper deals with two case histories. The first is a study of the market (in Great Britain) for maps and was designed to measure details of the existing map population, the uses to which it is put and by whom. The second is a study of transport...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: John A. Samuels, P. L. Atkinson

June 15, 1972

Typology of the attitude to information and decision-making of industrial executives (German)

The systematic examination of industrial decision making processes has gained increasing importance the last few years. The following paper will show how the results of such analyses can best be made use of for practical marketing activities. Based...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. H. Eggert

June 15, 1972

Changes in market segmentation over time

In the type of segmentation referred to in this paper, which is generally termed 'cluster analysis', we analyse the data by a number of characteristics simultaneously, instead of sequentially as described above. The type of cluster analysis described...

Catalogue: Seminar 1972: Segmentation And Typology

Authors: Wendy M. Grosse, David Lowe-Watson

Company: ESSO

June 15, 1972

A method of sampling for a tourist survey

The purpose in presenting this paper is to show how a pioneer method of sampling was carried out, how it was validated and the implications of this validation on tourism studies. Before going into the details of the method it might be of help if some...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: W. Miller Crichton

June 15, 1972

Data control's answer to marketing requirements

We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Jean Francois Canguilhem

June 15, 1972

Price policy and price research (magazines)

The problem dealt with here arose from the quite practical question of what influence the selling price of a magazine has on sales . We wanted to see whether the economic principle that "raising the selling price always means danger of lessened...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: G. Gutjahr

June 15, 1972

Research for publishers

Market research can provide substantial help in formulating the editorial policy of newspapers and magazines, and yet very little has ever been published on this subject. It is impossible to do justice to such a broad topic in a single paper, but...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: R. A. Roberts-Miller, Nigel Spackman

June 15, 1972

Problems of joint sponsored readership survey: A summary

My task, then, is to try and talk collectively about the problems of joint sponsored readership surveys on the basis of experience in five different markets, represented by the written papers. I think we might begin by taking a phrase from the Dutch...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: Michael M. Brown

June 15, 1972