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Research papers

Inmarkt

In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Klaus Mueller
Company: GfK
June 15, 1983

Research papers

It's not (just) what you say, it's (also) the way that you say it

The 'paper' which we are presenting is not really a paper at all - it is largely a compilation of video recordings illustrating consumers talking about holidays, and their response to a selection of holiday advertising. This written paper is designed...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Authors: Margaret Boston, Geraldine Moll
Company: Ogilvy
June 15, 1983

Research papers

Nations and vacations

This paper deals with people's attitudes toward nations and vacations. Attitudes were detected and measured in terms of the affective meaning of concepts. Such issues are not trivial, since people may evaluate highly (or poorly) a given country, and...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Author: Gabriele Morello
June 15, 1983

Research papers

A planning language

This paper is to be a personal memoire with acknowledgements for the title to Iverson and to Alexander, Ishikawa, and Silverstein. It is in no sense a review of SRI's position on either Strategic Planning, or for that matter Market Research. The...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: John B. O'Mulloy
June 15, 1983

Research papers

Exploration into the time-money tradeoff

The paper describes the construction - of a survey instrument to measure the value of time relative to that of money. It then illustrates how that instrument may be applied to explore one aspect of technology's impact on the valuation to time: the...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Authors: John Deighton, Franco M. Nicosia, Yoram Wind
June 15, 1983

Research papers

Human motivation and quality marketing in a changing world

We are all aware that our world is changing rapidly and significantly. This is true on every level—individual, family, community, organisational, cultural and global. In this paper I focus on the individual and global levels, as they are...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: Barry McWaters
June 15, 1983

Research papers

Pre-testing with rough prototype commercials

Pre-testing with rough prototype commercials is now an established procedure for U.S. advertisers and agencies. Rough prototypes, of the animatic artwork, still photo or live action "rough cut" variety can be inexpensively produced and evaluated for...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Author: Harold M. Spielman
June 15, 1983

Research papers

Predicting the sales potential of new products

The paper reviews the applicability of the main market research methods which predict the sales potential of new products in fast-moving consumer goods markets. In particular, it examines a class of techniques - Simulated Test Markets - usage of...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Simon Godfrey, Jon Wilkinson
June 15, 1983

Research papers

Comparability in the measurement of advertising persuasion

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: Arne Krogh Nielsen, Lorenz C. Andersen
June 15, 1983