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New technology contributions to new product and advertising strategy testing

Date of publication: June 15, 1986

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Company: Nielsen

Author: Laurence N. Gold

Abstract:

This paper describes how new technology has been applied to single-source data designs for advertising strategy and new product testing in the United States. The history of single-source data is developed with regard to definition and utility. The contribution of technology to its advancement is shown as a major contributing factor.

Laurence N. Gold

Author

This is a long description of some author details.

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Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Gold, L. N. (1986a, June 15). New technology contributions to new product and advertising strategy testing. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/new-technology-contributions-to-new-product-and-advertising-strategy-testing