Resources Library by ANA

Comment on the seminar

As we suggested at the Seminar, a first move in this direction can easily be made by the panel companies through greater openness about the implications for market analysis of their sampling approach, ft is no secret that panel research cannot...

Catalogue: Seminar 1972: Panels

Author: John Saunders

June 15, 1972

Agitative market research as a guide in developing new products

The attitude of the marketing people to market research fluctuates along with the business barometer. Market research is something of a whipping-boy: in moments of optimism, it is praised and asked to do more than it can, in periods of gloom it is...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Peter Zernisch

June 15, 1972

Discussion group II

The topics under discussion in our group did not particularly concern today's subjects . We have been talking about a subject that had our special interest: "editorial research in the broadest sense", thereby adding another session to our programme.

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

Author: R. W. Kalusche

June 15, 1972

How research can help to get the price right

In the first place we shall discuss the place of price in the marketing mix for products in general and a newspaper in particular. We shall examine the complexities of the "joint supply" of editorial and advertising space. Next we examine the role of...

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

Authors: Alan Wolfe, Peter Bartram

Company: Harris Interactive (Europe)

June 15, 1972

Sources of error in the personal interview

This paper is concerned with the quality of the data derived from the personal interview. The possible sources of error at each stage of the interview are examined. Error arising from the selection of respondents by the interviewer, and from faulty...

Catalogue: The European Marketing Research Review 1972

Author: Joan Macfarlane Smith

June 15, 1972

Relevance of segmentation for market planning

Segmentation is one of the four alternative strategies of market planning and analysis. As such, segmentation is not simply a set of analytical-tools and techniques but rather a managerial philosophy or a viewpoint about the market place. The...

Catalogue: Seminar 1972: Segmentation And Typology

Author: Jagdish N. Sheth

June 15, 1972

The phenomenon of market saturation

The recent slowdown in the progression of the French vacation market prompts the hypothesis that a certain saturation point may have been reached. This hypothesis, of course, is not merely based on the evolution of a single short-term global index....

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Paul Danloy

Company: IFOP

June 15, 1972

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