Resources Library by ANA

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

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

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

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

The index method

In this paper, a classification method (the index method) is proposed which aims to discriminate between members of two groups (e.g. buyers and non-buyers). The index method is compared with two-group discriminant analysis which is a standard and...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Leendert de Jonge, Walle M. Oppedijk van Veen

Company: Philips International

June 15, 1984

What can indicators of consumer mood do towards providing an annual forecast of economic activity in a given sector? (German)

This contribution considers the capability of different indicators of the overall consumer mood to make predictions about the building-savings market in the Federal Republic—the Allensbach Indicator and the Consumer Climate Index of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: Dieter Schmid

June 15, 1984

Testing effect hierarchy models by way of latent class analysis

Effect hierarchy models have a long and well-establis tradition in marketing and communication research. Figure 1.1. contains an overview of some of the more prominent ones, viz. the "AIDA" model due to Strong (1925), the "Hierarchy of Effects" model...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Carsten Stig Poulsen, Anders Ussing

June 15, 1984

Causal modelling in marketing

The purpose of this communication is to expose the basic principles of causal modelling, and to examine its conditions of application to marketing research. It will be showed that these models are part of a "second generation" of multivariate...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: Yves Evrard

June 15, 1984

Character of market research

The objective of this paper is to examine the character of market research in the CMEA countries by comparing it with those of the western market economy and Arab countries. The leading idea for the examination is that the planning system of a...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Uolevi Lehtinen

June 15, 1984