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Research papers
Web site evaluation and the language of web design
In recent years, since the advent of the Internet and Web-based communication, business operators have come face to face with a series of entirely new needs for knowledge. One such need is topical in the extreme:it concerns the...
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Author: Giorgio Licastro
Company: GfK
September 15, 2001
Research papers
Raising diary response among young people
Response rates are among the hottest topics in the research industry. Panel research, in particular, is directly confronted with the effects of declining response rates. In the Netherlands, one of the hardest groups to get co-operation from is young...
Catalogue: ARF/ESOMAR Worldwide Radio 2001
Author: Marion Appel
Company: GfK
April 1, 2001
Research papers
The wonderful art of creating more from less
This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns...
Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Bas de Vos, Camiel Camps
Company: GfK
April 1, 2001
Research papers
Values added from internet research
This paper reviews the recent lessons learned by ibm.com from measuring customer satisfaction in its eBusiness environment. It focuses on the opportunities and challenges brought forth in the course of planning and implementing a customer...
Catalogue: ESOMAR Net Effects 2001
Authors: Caroline Eichman, Eli Seggev, Andrea Mezzasalma, Giorgio Licastro
Company: GfK
June 15, 2000
Research papers
Added value of the media mix
The paper describes three case studies of real market tests that have been carried out with GfK-BehaviorScan in Germany and France. In these tests parts of the media budget for fast moving consumer goods have been shifted from TV to print. The aim...
Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Christian Stahl
Company: GfK
June 15, 1999
Research papers
Data mining for brand building
This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained...
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Rosemary Ford, Adam Phillips, Andrea Mezzasalma
Company: GfK
September 1, 1998
Research papers
