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Research papers

Computer assisted decision making

In this paper we focus on a new research tool, that has become feasible due to the availability of interactive computer programs. We deal with the theoretical background, experimental development and applications of a program for computer assisted...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Robert De Hoog, Alfred E. Bronner
June 15, 1984
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Citation

De Hoog and Bronner (1984a, June 15). Computer assisted decision making. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/computer-assisted-decision-making


Research papers

A communication audit (French)

The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse,...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
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Citation

Krief, Y. (1984a, June 15). A communication audit (French). ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/a-communication-audit-french-


Research papers

A comparative assessment of the costs and benefits of single location and multiple location telephone interviewing for multi-national research

The aim of this paper is to assess the comparative costs and benefits of single location and multiple location telephone interviewing for multi-national research projects. Special attention is paid to studies involving two or more European countries,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Nick H. Sparrow
Company: Marplan Forschungsgesellschaft mbH
June 15, 1984
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Citation

Sparrow, N. H. (1984a, June 15). A comparative assessment of the costs and benefits of single location and multiple location telephone interviewing for multi-national research. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/a-comparative-assessment-of-the-costs-and-benefits-of-single-location-and-multiple-location-telephone-interviewing-for-multi-national-research


Research papers

Analysis of sales of price promoted consumer goods using scanner data

In this paper the following problem is tackled: Assumed, a pattern of individual item sales and corresponding prices by week is known for a certain period of the past. What sales can be expected if planned price strategies including price cuts are...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Martin Both, Wolfgang Gaul
June 15, 1984
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Citation

Both and Gaul (1984a, June 15). Analysis of sales of price promoted consumer goods using scanner data. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/analysis-of-sales-of-price-promoted-consumer-goods-using-scanner-data


Research papers

Assessing worldwide market potential through on-line data banks

The trend towards multinational marketing is growing. Fewer companies now dominate fields such as housekeeping products, health and beauty aids, paper products, hot and cold beverages and so on. Increasingly, the potential for international expansion...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Jacques Chahine
Company: Nielsen
June 15, 1984
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Citation

Chahine, J. (1984a, June 15). Assessing worldwide market potential through on-line data banks. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/assessing-worldwide-market-potential-through-on-line-data-banks


Research papers

Some practical guidelines for selecting an appropriate perceptual mapping technique

This paper addresses some of the issues pertinent to the mapping process with the aim of simplifying the choice of alternatives. A number of commonly used and recently developed mapping methods are systematically compared by partitioning the mapping...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: Dhruba Gupta
June 15, 1984
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Citation

Gupta, D. (1984a, June 15). Some practical guidelines for selecting an appropriate perceptual mapping technique. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/some-practical-guidelines-for-selecting-an-appropriate-perceptual-mapping-technique


Research papers

The contribution of intermedia response technique to media comparison

Starting from a case history and supported by similar studies the paper shows how media comparison is measurable and what factors influence intermedia equivalence. Sophisticated media-planning models suppose media equivalences hypotheses. The case...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: François Embs
June 15, 1984
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Citation

Embs, F. (1984a, June 15). The contribution of intermedia response technique to media comparison. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/the-contribution-of-intermedia-response-technique-to-media-comparison


Research papers

The cost comparison of market research in Western Europe

One of the things which has consistently puzzled international researchers over the years has been the relationship between the costing of the same job in different countries. This paper represents an attempt to collate a number of job cost...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Peter J. Hayes
June 15, 1984
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Citation

Hayes, P. J. (1984a, June 15). The cost comparison of market research in Western Europe. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/the-cost-comparison-of-market-research-in-western-europe


Research papers

The importance of brand preference in adolescence for brand loyalty later on

How great is the brand-loyalty of adolescents? This is a crucial question of brand advertising and marketing strategies directed towards young people. In this study, carried out in 1984 data on brand-use and brand-preference was collected for 1970...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Brigitte Melzer, Astrid V. Middelmann-Motz
June 15, 1984
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Citation

Melzer and Middelmann-Motz (1984a, June 15). The importance of brand preference in adolescence for brand loyalty later on. ANA - ESOMAR. Retrieved March 24, 2026, from


https://ana.esomar.org/documents/the-importance-of-brand-preference-in-adolescence-for-brand-loyalty-later-on