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Research papers

Plus print

PLUS PRINT is the title of an intermedia advertising effectiveness study. It stands for the effectiveness of advertising in electronic media plus additional advertisements in consumer magazines, demonstrated by HORZU, the largest selling magazine in...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Rolf Speetzen
June 15, 1984
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Citation

Speetzen, R. (1984a, June 15). Plus print. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/plus-print-2542


Research papers

Discovery of a new target group by means of market research as an aanswer to recession (German)

The situation on the oil market in Germany has been an extremely difficult one for a number of years. Permanent price fights of the established trademark companies among each other and with the petrol stations of consumer markets have, for a long...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Jurgen Meyer
June 15, 1984
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Citation

Meyer, J. (1984a, June 15). Discovery of a new target group by means of market research as an aanswer to recession (German). ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/discovery-of-a-new-target-group-by-means-of-market-research-as-an-a-answer-to-recession-german-


Research papers

Does recession open new fields to marketing research?

A two-stage research on a sample of non-marketing functions has shown that there is a gap in information for decision making and this gap could be filled by research. However, various difficulties interfere with the establishment of a good...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Cecilia Gobbi
June 15, 1984
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Citation

Gobbi, C. (1984a, June 15). Does recession open new fields to marketing research?. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/does-recession-open-new-fields-to-marketing-research-


Research papers

Causal modelling in marketing (French)

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
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Citation

Evrard, Y. (1984a, June 15). Causal modelling in marketing (French). ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/causal-modelling-in-marketing-french-


Case studies

Coverage and costs of consumer information services

The paper presents a case-study concerning a government- supported consumer information centre. Research was carried out by a government research institute to provide evidence on the coverage and costs of information services. Results are based on a...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Dörte Folkers
June 15, 1984
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Citation

Folkers , D. (1984a, June 15). Coverage and costs of consumer information services. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/coverage-and-costs-of-consumer-information-services


Research papers

A critical comparison of simulated test market models

This paper is addressing STMs from the users point-of-view; it starts working out which are the similarities and which are the important differences between the models. Two main types of models are then compared in more detail, and the paper ends...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Juergen Schwoerer
June 15, 1984
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Citation

Schwoerer , J. (1984a, June 15). A critical comparison of simulated test market models. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/a-critical-comparison-of-simulated-test-market-models


Research papers

A United States perspective on the status and future of international marketing research

The aim of the study was to obtain an understanding of current and future international marketing research needs in the United States. The paper analyses the data by the type of corporation/advertising agency, the size of the international research...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Eileen A. Kelly
June 15, 1984
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Citation

Kelly, E. A. (1984a, June 15). A United States perspective on the status and future of international marketing research. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/a-united-states-perspective-on-the-status-and-future-of-international-marketing-research


Research papers

Evaluating the effectiveness of anti-drinking and driving advertising

Each year the Central Office of Information presents a campaign against Drinking and Driving at Christmas, and usually evaluates its effectiveness by surveys before and after the campaign. This paper describes an experiment to devise and test a...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Tony Twyman, Simon Godfrey, Robin Jones
June 15, 1984
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Citation

Twyman, Godfrey and Jones (1984a, June 15). Evaluating the effectiveness of anti-drinking and driving advertising. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/evaluating-the-effectiveness-of-anti-drinking-and-driving-advertising


Research papers

What is missing in media planning?

This paper is based on a lot of experience. My judgement for you today in "what is missing in media planning" are; A. Planners in general are not seriously and completely trained in fundamentals of media planning, the research methods and their...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Stephen A. Douglas
June 15, 1984
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Citation

Douglas, S. A. (1984a, June 15). What is missing in media planning?. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/what-is-missing-in-media-planning-