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Research papers

The measuring of quality of the telephone services in Spain

In 1990, the Quality Department of TELEFONICA DE ESPANA has designed a Programme of Quality Surveys, designated to know and improve the satisfaction of her clients, which afterwards has been carried out during all the year by ICP/RESEARCH, S.A....

Catalogue: Latin America 1991: Exchanging Experiences
Authors: José Rial Avendaño, Enrique Carreras, Marina de Jaén Sánchez
May 5, 1991
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Citation

Avendaño, Carreras and de Jaén Sánchez (1991a, May 05). The measuring of quality of the telephone services in Spain. ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/the-measuring-of-quality-of-the-telephone-services-in-spain


Research papers

MARKSEL

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
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Citation

Queirós, L. (1991a, May 05). MARKSEL . ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/marksel-


Research papers

Investigating children (Portuguese)

The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages...

Catalogue: Latin America 1991: Exchanging Experiences
Authors: Clarice Herzog, Lea Maria Chagas Cruz
Company: Ogilvy
May 5, 1991
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Citation

Herzog and Cruz (1991a, May 05). Investigating children (Portuguese). ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/investigating-children-portuguese-


Research papers

Dataibope

Television plays an important role in this country, as a mass communication medium, as the incidence of TV sets is around 80% of homes in Brazil, going and up to 95 % in the main urban centers. On the other hand, the distribution of wealth in Brazil...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Ana Lucia D' Imperio Lima
Company: IBOPE Inteligencia
May 5, 1991
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Citation

D' Imperio Lima, A. (1991a, May 05). Dataibope. ANA - ESOMAR. Retrieved August 15, 2025, from


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


Research papers

Predicting sales

The paper discusses the application of sales prediction techniques to new product development in Latin America. It shows that in packaged goods product fields, both of the two mainstream methodologies, the Laboratory Test Market exemplified by...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Jon Wilkinson
May 5, 1991
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Citation

Wilkinson, J. (1991a, May 05). Predicting sales. ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/predicting-sales


Research papers

The strategic use of research in the complexity of the newspaper

The objective of this study is to discuss the peculiarity and complexity of the newspaper product which places it among the products, or as the sole product, whose relationship with the consumer is so complex and, above all, diversified, that the...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Célia Lopes
May 5, 1991
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Citation

Lopes, C. (1991a, May 05). The strategic use of research in the complexity of the newspaper. ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/the-strategic-use-of-research-in-the-complexity-of-the-newspaper


Research papers

Application of the EPI method to the image determination (Spanish)

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Enrique Ortega
May 5, 1991
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Citation

Ortega, E. (1991a, May 05). Application of the EPI method to the image determination (Spanish). ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/application-of-the-epi-method-to-the-image-determination-spanish-


Research papers

MARKSEL (Portuguese)

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Luis Queirós
May 5, 1991
×

Citation

Queirós, L. (1991a, May 05). MARKSEL (Portuguese). ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/marksel-portuguese-


Research papers

The measuring of quality of the telephone services in Spain (Spanish)

In 1990, the Quality Department of TELEFONICA DE ESPANA has designed a Programme of Quality Surveys, designated to know and improve the satisfaction of her clients, which afterwards has been carried out during all the year by ICP/RESEARCH, S.A....

Catalogue: Latin America 1991: Exchanging Experiences
Authors: José Rial Avendaño, Enrique Carreras, Marina de Jaén Sánchez
May 5, 1991
×

Citation

Avendaño, Carreras and de Jaén Sánchez (1991a, May 05). The measuring of quality of the telephone services in Spain (Spanish). ANA - ESOMAR. Retrieved August 15, 2025, from


https://ana.esomar.org/documents/the-measuring-of-quality-of-the-telephone-services-in-spain-spanish-