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Research papers

The AGB intomart television audience system

AGB started in 1986 the development of COMTEL (Common Television audience measurement system). This was done as a joint venture between AGB UK, Intomart and AGB Italy. But since COMTEL only produces the daily reports Intomart decided to develop their...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research
Author: Edouard Hustinx
June 15, 1988
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Citation

Hustinx, E. (1988a, June 15). The AGB intomart television audience system. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-agb-intomart-television-audience-system


Research papers

Electronic Data Capture (EDC)

The purpose of this paper is to review the state-of-the-art in the use of hand-held computers for collecting research data. This may be done via interviewers or ‘tied’ panellists; both approaches will be described and summaries of benefits...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research
Author: Peter Jackling
June 15, 1988
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Citation

Jackling, P. (1988a, June 15). Electronic Data Capture (EDC). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/electronic-data-capture-edc-


Research papers

Creativity and accountability in international advertising research

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit....

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Lorenz C. Andersen
June 15, 1988
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Citation

Andersen, L. C. (1988a, June 15). Creativity and accountability in international advertising research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/creativity-and-accountability-in-international-advertising-research


Research papers

Strong brand personality and multi-country appeal

Strong brand personalities seem to need deep roots into local culture, whereas multi-cultural ambitions rule out names with only specific geographically limited meanings. As names are expected today to concentrate much of the projected positioning,...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Olwen H. Wolfe
June 15, 1988
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Citation

Wolfe, O. H. (1988a, June 15). Strong brand personality and multi-country appeal. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/strong-brand-personality-and-multi-country-appeal


Research papers

TESI

Testmarket simulation can be used to predict the market share of a new product before its market introduction and it can provide diagnostic information concerning the product design, packaging, pricing and advertising. This information enables the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Bernd Erichson, Karl-Ludwig Börtzler
June 15, 1988
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Citation

Erichson and Börtzler (1988a, June 15). TESI. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/tesi-3182


Research papers

Testing marketing action with scanning data

The constantly developing equipment of outlets in electronic check-outs offers new possibilities of responses to manufacturers' information needs. In fact, the installation of test zone like the SECODIP SCANNEL proves, at the same time, the dynamism...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Denis Bied-Charreton, Isabelle Le Roy
June 15, 1988
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Citation

Bied-Charreton and Le Roy (1988a, June 15). Testing marketing action with scanning data. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/testing-marketing-action-with-scanning-data


Research papers

To serve them all our days

The financial service industry is moving towards a more consumer, rather than product-led, orientation, with the philosophy of good service now becoming increasingly important. However, in this expanding area of market research the facilitator and...

Catalogue: Seminar 1988: Research For Financial Services
Authors: Kate Willis, Amanda Keech
June 15, 1988
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Citation

Willis and Keech (1988a, June 15). To serve them all our days. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/to-serve-them-all-our-days


Research papers

Towards a European standard for television audience measurement

The paper discusses the way in which new media are likely to develop in the immediate future and considers the implications of these changes for audience measurement systems across the European market. Existing systems are largely designed for...

Catalogue: Seminar 1988: Media And Media Research
Author: Tony Twyman
June 15, 1988
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Citation

Twyman, T. (1988a, June 15). Towards a European standard for television audience measurement. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/towards-a-european-standard-for-television-audience-measurement


Case studies

Researching hard to reach audiences

This paper presents four case studies of research projects which our firm has conducted recently among attractive, but hard-to-reach audiences. - The American Chicle Youth Poll, a landmark study of the attitudes and opinion of American youth, ages 8...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Gunilla C. Broadbent, Edward B. Keller
June 15, 1988
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Citation

Broadbent and Keller (1988a, June 15). Researching hard to reach audiences. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/researching-hard-to-reach-audiences