Resources Library by ANA

A global study of criteria used in media knowledge (French)

As a complement of the French analysis about the audience of the Media, two complementary phases have been carried out in 1971 and in 1972, being added to the third one - concerning Radio-Television -, telling about the centres of interest appealing...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: A. Biecheler, Jean Luis Brousse

September 1, 1974

The Lintas-"Pam" (German)

Corresponding to special agency's needs we have developed a sub-model to identify determinant attributes of buying-attitude. Its name is: "PAM" (Preference Analysis Model). PAM will be explained in detail and by examples. LINTAS realised in the last...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Peter Kreye, Olaf Jansen

September 1, 1974

Penetration of foreign markets through cooperation and joint ventures

Today many companies prefer to enter into partnerships, cooperation arrangements or joint ventures even in industrially advanced countries, and these are often the only ways for a permanent market presence in the East European socialist and in some...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Károly Ravasz

September 1, 1974

Public policy and measuring the 'open-ended' situation

The object of this paper is to illustrate how research can assist in the field of public policy. The problems inherent in measuring open-ended situations where demand can be infinite are discussed. The need to use a variety of secondary measures to...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Mike Arnott, Emer Rodnight

September 1, 1974

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