Resources Library by ANA

Towards a formal definition of typology and segmentation

The words "Typology” and "Segmentation" are now widely known and used by everybody. However, it seems that it is not always easy to give them a clear and precise meaning. The aim of this paper is to try and focus ideas by proposing a tentative...

Catalogue: Seminar 1972: Segmentation And Typology

Author: Jean Francois Canguilhem

June 15, 1972

Market segmentation and target groups

Our subject refers to a partial field in preparatory work for marketing decisions in the communication industry - that is one way of handling the available data. We shall not treat analytical techniques as forecasting or decision processing which...

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

Author: Friedrich Wendt

June 15, 1972

How to predict the performance of a package through experimental methods

Taking into account the evolution of distribution the function of the package has progressed from its original role of protecting the product to the more complex one of conveying its image . Therefore at present, our chief preoccupations in packaging...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. H. Talbart

June 15, 1972

Application of discriminant analysis to the Italian readership survey data

The objective of this paper is to present an experiment conducted in Italy aiming at a more comprehensive use of the data of the Italian readership Survey (l.S.P.I,). The experiment had the scope to establish : - to what extent the audiences reached...

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

Author: Gilberto Valentini

June 15, 1972

Research on the launching of new publication

Much has been written about the market research techniques which can be of value to a company launching a consumer product. However, very little has been written which relates specifically to launches of new publications. This paper discusses some of...

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

Authors: R. A. Roberts-Miller, R. Woodhouse

June 15, 1972

Segmentation and typology: An appraisal

As stated in the programme, the aim of this Seminar was to illustrate and discuss recent trends and experiences in segmentation and taxonomic techniques.

Catalogue: Seminar 1972: Segmentation And Typology

Author: Gabriele Morello

June 15, 1972

The phenomenon of market saturation (French)

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

Impact of agricultural market research

The paper points out some reasons for the contrasts between agricultural and commercial market research. Because of the relatively small size of agricultural firms these are in general not in a position to carry out market research of their own. With...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: H. E. Buchholz

June 15, 1972

Possible future developments in the field of communications

It is a large order; it is also a blanket order, in that sense that an infinity of communications of widely differing content could bear that title. I have chosen to dwell on possible changes in the mass media; in examining these changes, I have...

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

Author: Jean Mée

June 15, 1972