Resources Library by ANA

Pricing theatre seats

The paper presents the case of a Dutch theatre facing the problem of revising the range of seat categories, and of setting the ticket prices on the basis of sales records and of consumer demand. Demand was analysed through interviews aiming at...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Gabriele Morello

October 26, 1987

Estimating new product price elasticity before launching

In this paper, the authors describe a method that has been tested for many years. It offers a means for testing and evaluating the sales effect of price decisions based on consumer survey data at various price levels before the product's new price...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Peter Sampson, Lynn Y.S. Lin

Company: Burke, Inc.

October 26, 1987

Evaluating the impact of marketing mix variables on market shares

The goal of this paper is to evaluate the potential of marketshare models as decision-support tools. We apply systematically different versions of market-share models to a reasonably large set of state-of-the-art quality data (excluding, however,...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Marcel Corstjens, Gilles Laurent, Françoise Rostand

October 8, 1987

A new way of predicting design acceptance (German)

The design orientation is defined by the psychological importance which the particular product has for the consumer as well as by individual style preferences. This way you get types whose design preferences are specific enough to differentiate...

Catalogue: ESOMAR Congress 1987

Author: Wulf Schlund

Company: ISM GLOBAL DYNAMICS GmbH

September 1, 1987

Abbreviated simulated test markets as advertising pretesting tools

Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as...

Catalogue: ESOMAR Congress 1987

Author: Jörg Rehorn

September 1, 1987

The changes in sexual mores in the1980's as a result of the arrival of AIDS

AIDS is a topic that can potentially affect every member of the Conference. It is probably the major health hazard that European governments have had to face this century. Since the Autumn of 1985 reflexions has been involved in researching the issue...

Catalogue: ESOMAR Congress 1987

Author: Chris Stride

September 1, 1987

The validity and efficiency of data collection using screen interviews compared with telephone research

This paper describes the results of a methodological test conducted by NOW Research, on behalf of British Telecom - PRESTEL. The purpose of the research was to assess the validity and efficiency of collecting market research data through the medium...

Catalogue: ESOMAR Congress 1987

Authors: David Baker, Cliff Holmes

September 1, 1987

There are as many deals as there are programmes

The paper shows that the accelerating changes in media and advertising practices have created an environment in which programme sponsorship will thrive. Based on a thorough analysis of the main strategic trends in Europe, North America and the rest...

Catalogue: ESOMAR Congress 1987

Author: Alan Morris

September 1, 1987

What we have learned from researching AIDS

This paper is a case history setting out what we have learned from a major programme of research into public knowledge, attitudes and behaviour in relation to the disease AIDS, with the emphasis on research methodology. The research was commissioned...

Catalogue: ESOMAR Congress 1987

Authors: John A. Samuels, Simon J. Orton

September 1, 1987