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Research papers

Sales components as functions of advertising

In France, the new product sales forecasting activity has progressively left the area of measurements done in a real environment in favour of simulated test: those tests are usually cheaper, shorter and much more confidential. The main purpose of...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Alain Pioche
Company: Nielsen
June 15, 1988
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Citation

Pioche, A. (1988a, June 15). Sales components as functions of advertising. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/sales-components-as-functions-of-advertising


Research papers

Linkages

The linkage approach offers the potential solution to the continuing challenge of better understanding the consumer; the ideal that we strive for -- the ability to identify, describe and track consumers at the individual level. The proliferation of...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Lynn S. Whitton
Company: American Express Company
June 15, 1988
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Citation

Whitton, L. S. (1988a, June 15). Linkages. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/linkages


Research papers

Circumventing babel

This paper outlines some of the problems which can be experienced in co-ordinating, analysing and interpreting international qualitative data. Our thesis is that good research and actionable recommendations cannot be achieved without a full...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Anne Ward
June 15, 1988
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Citation

Ward, A. (1988a, June 15). Circumventing babel . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/circumventing-babel-


Research papers

The motorway effect

The Belgian multi-media, multi product survey called CIM (Centre d'Information sur les Medias) interviews yearly 10.000 people on their reading, listening and viewing habits.In 1986 the CIM survey has asked questions also on traffic habits in the...

Catalogue: Seminar 1988: Media And Media Research
Author: Pierre Hofmans
June 15, 1988
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Citation

Hofmans, P. (1988a, June 15). The motorway effect. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-motorway-effect


Research papers

Marketing as an instrument for revitalization and development of old fortress

The authors proposed marketing oriented program for revitalization of the old medieval Sisak fortress. The main conclusions of research and modelling are: 1. Historical monuments of this kind should not be degraded through marketing revitalisation...

Catalogue: Seminar 1988: Travel And Tourism Research
Authors: Milos Graonic, Nenad Porges
May 4, 1988
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Citation

Graonic and Porges (1988a, May 04). Marketing as an instrument for revitalization and development of old fortress . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/marketing-as-an-instrument-for-revitalization-and-development-of-old-fortress-


Research papers

Business travel monitor

This paper shows the possibilities of business-to-business-research to outline the business travel market. The Business Travel Monitor, a yearly research project, covering 4000 business-establishments, creates additional ways for market segmentation...

Catalogue: Seminar 1988: Travel And Tourism Research
Authors: Eric Sondervan, Ad Schalekamp
Company: NIPO
May 4, 1988
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Citation

Sondervan and Schalekamp (1988a, May 04). Business travel monitor. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/business-travel-monitor


Case studies

The case for continuous monitoring of travel markets

This paper will make the case that the regular monitoring of tourism is the most relevant way of assessing changes in travel patterns. The paper will look in detail at two regular surveys, the British Travel Survey Monthly which is designed to...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Charles Ilsley
May 4, 1988
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Citation

Ilsley, C. (1988a, May 04). The case for continuous monitoring of travel markets . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-case-for-continuous-monitoring-of-travel-markets-


Research papers

Decisive factors for the choice of holiday destination

Within the framework of this multi-phase research project, 900 interviews were conducted in the main investigation, half with Germany vacationers and half with foreign-country vacationers, mine the reasons for selecting a holiday destination, the...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Rainer Wohlmann
Company: M&E PRETESTING GmbH
May 4, 1988
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Citation

Wohlmann, R. (1988a, May 04). Decisive factors for the choice of holiday destination . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/decisive-factors-for-the-choice-of-holiday-destination-


Research papers

Segmenting the U.S. market for pleasure travel to Europe

American travel to Europe, having hovered around the four million mark for half a dozen years, took off in 1984 and appears to be reaching for a new plateau at around the six million level. Thus, on sheer size alone, this market deserves to be...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Edward Berrol
Company: Ogilvy
May 4, 1988
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Citation

Berrol, E. (1988a, May 04). Segmenting the U.S. market for pleasure travel to Europe. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/segmenting-the-u-s-market-for-pleasure-travel-to-europe