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Research papers

Radio in the media-mix

Utilizing the basis of the very complex automobile market in Germany, the effects created by radio advertising in a media-mix will be demonstrated. The essential effects of an advertising campaign can only be proven in psychologically defined target...

Catalogue: 2nd Radio Research Symposium
Author: Sven Dierks
June 15, 1997
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Citation

Dierks, S. (1997a, June 15). Radio in the media-mix. ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/radio-in-the-media-mix


Research papers

Is qualitative research truly developing or is it declining? (Spanish)

This document makes a dissertation on the perception current in Mexico from the assessment, definition and utilization from the investigation qualitative: The same invites to the reflection on the conception from a investigation more engaged and less...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Ernesto Reyes Escobedo
June 15, 1997
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Citation

Escobedo, E. R. (1997a, June 15). Is qualitative research truly developing or is it declining? (Spanish). ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/is-qualitative-research-truly-developing-or-is-it-declining-spanish-


Research papers

Laddering

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called “laddering” to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Ana Helena Meirelles Reis
June 15, 1997
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Citation

Meirelles Reis, A. (1997a, June 15). Laddering. ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/laddering


Research papers

Measuring rebroadcast audiences in Central and Eastern Europe

This paper examines the practice of measuring rebroadcast audiences to international radio stations in central and eastern Europe. Finite resources mean that it is important that the effectiveness of this method of delivery can be properly assessed...

Catalogue: 2nd Radio Research Symposium
Author: Hugh Hope-Stone
June 15, 1997
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Citation

Hope-Stone, H. (1997a, June 15). Measuring rebroadcast audiences in Central and Eastern Europe . ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/measuring-rebroadcast-audiences-in-central-and-eastern-europe-


Research papers

Radio audience measurement in the future

This paper first reviews the overall nature of audience measurement of radio into which context the potential for a meter based solution can be set. It considers the nature of task that radio research faces, identifies the different sources of...

Catalogue: 2nd Radio Research Symposium
Author: Roger Gane
June 15, 1997
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Citation

Gane, R. (1997a, June 15). Radio audience measurement in the future. ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/radio-audience-measurement-in-the-future


Research papers

Conjoint analysis

This paper begins by discussing the components of a conjoint paradigm and the alternatives within each. This is done to introduce a discussion of three issues: the concept of a “best” paradigm, the use of preference share as a predictor of...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Author: Roger Brice
June 15, 1997
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Citation

Brice, R. (1997a, June 15). Conjoint analysis. ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/conjoint-analysis


Research papers

Integrated marketing communications starts with print plus television

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Alan Smith
June 15, 1997
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Citation

Smith, A. (1997a, June 15). Integrated marketing communications starts with print plus television. ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/integrated-marketing-communications-starts-with-print-plus-television


Research papers

Subscribers and their magazines (Spanish)

The media research information about the magazine market-oriented medium has evolved in the sense of scaling up the public-lexicon of its socio-economic characteristics. The information we have today revolves around "who" and "how many" read. And...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Maria Luiza Antunes, Marcello Augusto Alvarenga, Katsura Nakamura Eguti
June 15, 1997
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Citation

Antunes, Alvarenga and Eguti (1997a, June 15). Subscribers and their magazines (Spanish). ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/subscribers-and-their-magazines-spanish-


Research papers

The perception of new clinical entities

The most crucial time for close co-operation between clinical research and marketing research is during phase II and early phase III of clinical development. In these phases of development it is necessary to compare the new substance with similar...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Raf De Wilde, Barbel Matiaske
June 15, 1997
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Citation

De Wilde and Matiaske (1997a, June 15). The perception of new clinical entities. ANA - ESOMAR. Retrieved July 01, 2026, from


https://ana.esomar.org/documents/the-perception-of-new-clinical-entities