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Research papers

Project of an international marketing information system

In the beginning 80's Henkel developed the idea of real international Marketing (Brands, Concepts), and Sales Managers started to define international concepts for Account Management. To support this strategy, Henkel launched in 1987 the project of...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Author: Eric Bensimon
June 15, 1992
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Citation

Bensimon, E. (1992a, June 15). Project of an international marketing information system. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/project-of-an-international-marketing-information-system


Research papers

The value of incremental reach

Advertisers desire accountability for their media expenditures. Information Resources Inc. (IRI) findings and other studies highlight that a critical variable in explaining sales is prior brand purchase. Secondly, reaching more of the brand target...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Howard Kamin
June 15, 1992
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Citation

Kamin, H. (1992a, June 15). The value of incremental reach. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/the-value-of-incremental-reach


Research papers

Requirements for a future agricultural structure in the German federal state of Brandenburg

According to common understanding of the actual tasks of a Federal government system in West Germany, priority lies no doubtly in the smooth running of administration. If we were to compare the agricultural structure of the German Federal State of...

Catalogue: Seminar 1992: European Agriculture In Transition
Author: Jochen Pfeiffer
June 15, 1992
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Citation

Pfeiffer, J. (1992a, June 15). Requirements for a future agricultural structure in the German federal state of Brandenburg. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/requirements-for-a-future-agricultural-structure-in-the-german-federal-state-of-brandenburg


Research papers

Build up of the Jacobs Suchard marketing research system - Integrating external and internal data

EDP ( Electronic Data Processing) is not a new thing in Market Research , analysing qualitative research data reaches back to the sixties, SPSS might be still in mind with some researchers. And also for analysing quantitative data, the first systems...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Author: Dennis Keunemann
June 15, 1992
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Citation

Keunemann, D. (1992a, June 15). Build up of the Jacobs Suchard marketing research system - Integrating external and internal data. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/build-up-of-the-jacobs-suchard-marketing-research-system---integrating-external-and-internal-data


Research papers

Business-to-business segmentation

This paper moves from the consideration that a segmentation strategy proves efficient only if it enables the Company to offer to its Customers a set of benefits that match their needs and expectations. In business-to-business marketing this means...

Catalogue: Seminar 1992: Business To Business Marketing
Author: Glauco T. Savorgnani
Company: DOXA
June 15, 1992
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Citation

Savorgnani, G. T. (1992a, June 15). Business-to-business segmentation. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/business-to-business-segmentation


Research papers

Audience estimates and stability

Audience estimates derived from data collected from meter households are provided daily and also cumulated over successive days to provide weekly, monthly, quarterly and annual audience estimates. The same estimates can be used to estimate change...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Ed A. Schilimoeller
Company: Nielsen
June 15, 1992
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Citation

Schilimoeller, E. A. (1992a, June 15). Audience estimates and stability. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/audience-estimates-and-stability


Research papers

Audience reaction information

Channel Four is a U.K. national television channel, set up in 1982 and today accounts for around 10% of all viewing. It is financed from the sale of commercial airtime but it is not a private enterprise. It is, effectively, a public service...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Hugh Johnson
June 15, 1992
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Citation

Johnson, H. (1992a, June 15). Audience reaction information. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/audience-reaction-information


Research papers

Adults and young teenagers

The objectives of the paper are: -Measure readership of most print media types such as dailies, weekly and monthly magazines. -Measure viewership of all television broadcast time segments and of video -Measure radio audience Compare press readership...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Akram Raffoul
June 15, 1992
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Citation

Raffoul, A. (1992a, June 15). Adults and young teenagers. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/adults-and-young-teenagers


Research papers

Measuring and selling new media via established research systems

In recent years there has been a steady move towards an integrated and interdependent European market - and the media available to advertisers across Europe have become more similar country by country. There is still however limited access available...

Catalogue: Seminar 1992: Media Research Meets The Future
Authors: John Clemens, Jon Priest
June 15, 1992
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Citation

Clemens and Priest (1992a, June 15). Measuring and selling new media via established research systems. ANA - ESOMAR. Retrieved September 03, 2025, from


https://ana.esomar.org/documents/measuring-and-selling-new-media-via-established-research-systems