Resources Library by ANA

Clustering by product usage

Segmentation is one of several multivariate analysis methods which can be applied to market research data; it can be carried out in several ways. This paper discusses briefly some of the possible techniques. The purposes of segmentation which we have...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Simon Broadbent, Susanna Segnit

September 1, 1974

Consumer behaviour prediction and the modelling approach

In this paper, traditional methods used by market researchers to predict consumer behaviour are criticised and the argument put forward that a formal modelling approach is the only way that reliable predictions can be made. Such an approach may...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Peter Sampson

September 1, 1974

Improving cluster techniques

A lot has been said and published on the topic of segmentation, typology or cluster analysis. One possible reason for this activity is that the approach is very plausible and even simple at the first glance. On the one hand the concept of "type" is...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: D. E. Freitag

Company: GfK

September 1, 1974

The cost effectiveness of market research with particular application to the search for new product ideas in fast moving consumer goods

Market researchers have long been arrogant enough to believe that market research can find ideas for new products and market segmentation techniques have often been advocated for this purpose. Yet research has proved not cost effective in the initial...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Peter M. Kraushar

September 1, 1974

Marketing research

The concept of marketing research is essentially dynamic and the need for its application arises primarily because of the changing socio-economic patterns and life-styles. It would be timely to review the extent to which marketing research, as an aid...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Manendra Mohan

September 1, 1974

Marketing research criticized by consumerism (German)

There are primarily four fields in which, in the stage of information collection, points of attack by consumerism are to be found: 1. Different models of consumer behaviour; 2. Neglected feedback of ex-post information; 3. Short-sighted strategy of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Guenther Müller-Heumann

September 1, 1974

In which terms is the problem of media planning set today? (French)

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Jean Francois Canguilhem

September 1, 1974

A new way to measure page-confrontation

If in future one will try to measure the chance of perception of an advertisement, the page confrontation probability is an indispensable link in the chain. Besides, in media selection, it gives the possibility to use page confrontation chance as a...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Johan J. M. van Tulder, Coen C. J. de Koning, Jan D. Noordhoff

September 1, 1974

A strategic approach to marketing targets (French)

One of the most essential aims of a market survey is to provide precise information on the segments which should be taken by an existing brand as marketing targets. A bibliographical survey of the work done on that problem in the past twelve years...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Michel Hugues

September 1, 1974