Resources Library by ANA

Trade-off research and how to go from SICAV-monetaires to new products in the context of diminishing interest rates

On the French Financial market, in the late 80's, the "SICAV monetaires" (Funds invested in monetary markets) experienced a very specific situation : they bore a high interest rate although they were at the same time almost liquid and very secure....

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Joël Boillot, Chantal Lasocka

Company: KANTAR TNS Malaysia

June 15, 1994

Media research in segmented markets

The ACTS research technique is part of a new telephony revolution which has made a host of new services available to the population. At the heart of these new phone services are powerful and versatile computers capable of answering huge numbers of...

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Mike Cooke, Julian Pounds

June 15, 1994

Dynamic segmentation

The paper looks at traditional ways of segmenting consumers and suggests that, with increasingly complex markets and with changing patterns of consumer behaviour, they are inadequate. A new approach to segmentation 'modal' or 'dynamic' segmentation...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Brian Hooper, Hans-Erik Anderssen, Peter Sampson

Company: Burke, Inc.

June 15, 1994

Re-engineered research program for print advertising on the B-T-B market

In the spring of 1994 the Berlingske Group of newspapers in Denmark conducted a survey to gain new knowledge about the decision-making process that business-to-business advertisers’ use in making their media and marketing plans. The project was...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Author: Eileen Klitvad

June 15, 1994

GPs- 2000AD in Europe

The aim of this paper is to help governments and pharmaceutical bodies work closer with GPs by understanding the latter's attitudes towards drug usage and cost- containment measures. The paper is in three parts. The first part considers the...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Peter Winters, Martine Leroy-Sharman

June 1, 1994

Continuous segmentation since 1991

On January the 1st 1993 all commercial television programming was shifted to the nation's third TV network. Channel Three began to operate as a subsidiary of MTV and the name of the third network was changed to MTV3. The new 1993 channel allocation...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Seija Nurmi

May 1, 1994

Artificial intelligence applied to computer aided interviewing

The paper presents a newly developped and implemented system for segmenting respondents 'on the fly' during a computer assisted telephone interview, while at the same time minimizing the number of questions to be asked of the individual respondents....

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Author: Carsten Stig Poulsen

June 15, 1993

A new approach to segmenting markets using rank-ordered preferences

In this paper we present a new heuristic that can be used to cluster ordinal data and highlight application potentials in the area of market segmentation. We prove the metric properties of the proposed heuristic which facilitates its usage as a...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: B. Shekar, M. J. Xavier

June 15, 1993

Market segmentation research

Segmentation research in the marketing literature is reviewed, focusing on a discussion of proposed bases and methods. Classifications of segmentation bases and of segmentation methods are provided. Segmentation bases are reviewed in terms of their...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Author: Michel Wedel

June 15, 1993