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Research papers

From FMCG to durables

A multitude of predictive systems have been developed for FMCG products, many with a fairly reliable track record. The same cannot be said for durables. In this paper, the authors discuss a range of factors that differentiate both the research...

Catalogue: Seminar 1990: New Product Development
Authors: Julian R. Bond, Simon Chadwick
June 15, 1990
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Citation

Bond and Chadwick (1990a, June 15). From FMCG to durables. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/from-fmcg-to-durables


Research papers

A comparative analysis of alternative segmentation methodologies

Using behavioral data, two alternative segmentation methodologies, regression and cluster analysis, were compared on the basis of rigor, reliability, parsimony, interpretability and strategic implications for retailers. Regression analysis is the...

Catalogue: ESOMAR Congress 1989
Authors: Douglas J. Tigert, Stephen J. Arnold
September 1, 1989
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Citation

Tigert and Arnold (1989a, September 01). A comparative analysis of alternative segmentation methodologies. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/a-comparative-analysis-of-alternative-segmentation-methodologies


Research papers

Marketing to an ageing population

For Europe the major demographic change expected over the next thirty years is the growth in the proportion of the population over 50. This trend must be of importance to marketers, and this is particularly the case as there is growing evidence that...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Stephan Buck, John Gabriel
June 15, 1989
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Citation

Buck and Gabriel (1989a, June 15). Marketing to an ageing population. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/marketing-to-an-ageing-population


Research papers

Beppo meets Felix

What is the difference between young and old consumers when they look at ads? What are their respective attitudes and projections? This is what we tried to find out. Beppo is a fellow who embodies what advertising used to be. Felix stands for...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gloria Frink
June 15, 1989
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Citation

Frink, G. (1989a, June 15). Beppo meets Felix. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/beppo-meets-felix


Research papers

Beyond presence

This paper presents an account of a major research study conducted at the end of 1987 on behalf of Capital Radio pic. Capital Radio is a major independent radio station broadcasting in London and its immediate environs. This study was designed with...

Catalogue: ESOMAR Congress 1988
Authors: Carole Wilkins, John Clemens, Ruth Deacon
September 1, 1988
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Citation

Wilkins, Clemens and Deacon (1988a, September 01). Beyond presence. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/beyond-presence


Research papers

Cohort analysis

In the next decades a dramatic change in the age composition of the populations of western societies will occur. The proportion of older people will increase due to declining birth rates after a baby boom. For products whose consumption is contingent...

Catalogue: ESOMAR Congress 1988
Author: Hans Georg Prester
September 1, 1988
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Citation

Prester, H. G. (1988a, September 01). Cohort analysis. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/cohort-analysis


Research papers

Scanning scanning opportunities

This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using...

Catalogue: ESOMAR Congress 1988
Authors: Frans W. Plat, Peter S.H. Leeflang
September 1, 1988
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Citation

Plat and Leeflang (1988a, September 01). Scanning scanning opportunities. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/scanning-scanning-opportunities


Research papers

Cohort analysis (German)

In the next decades a dramatic change in the age composition of the populations of western societies will occur. The proportion of older people will increase due to declining birth rates after a baby boom. For products whose consumption is contingent...

Catalogue: ESOMAR Congress 1988
Author: Hans Georg Prester
September 1, 1988
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Citation

Prester, H. G. (1988a, September 01). Cohort analysis (German). ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/cohort-analysis-german-


Research papers

Peoplemeter and scanner-method

Two methods of measuring television audiences are used in the Netherlands: 1. The electronic Peoplemeter, for which respondents have to press buttons to report their actual viewing behaviour and 2. The Scanner-method, which uses the day-after...

Catalogue: Seminar 1988: Media And Media Research
Author: Paul van Niekerk
June 15, 1988
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Citation

van Niekerk, P. (1988a, June 15). Peoplemeter and scanner-method. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/peoplemeter-and-scanner-method