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Research papers

The target group index

The Target Group Index has been one of the most successful research innovations over the period covered by this book. Despite initial worries by the industry about overloading respondents, it collects data about a wide range of product behaviour,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Christopher Minter
June 15, 1980
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Citation

Minter, C. (1980a, June 15). The target group index. ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/the-target-group-index-2005


Research papers

Measurement of average issue readership

The JICMARS survey - launched in 1978 - is a continuous survey amongst UK General Medical Practitioners jointly financed by publishers, advertising agents and the pharmaceutical industry. The objective is to provide media planning data concerning...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: R. J. Worrall, Tony Twyman
June 15, 1980
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Citation

Worrall and Twyman (1980a, June 15). Measurement of average issue readership. ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/measurement-of-average-issue-readership


Research papers

Media mappings as instruments in media-planning

The mapping of research data is a special type of multivariate analysis. Like segmentation or cluster-analysis it is a process of data reduction, conceived in order to reveal main structures behind a multitude of data. What distinguishes mapping from...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Gerhard Zacharias
June 15, 1980
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Citation

Zacharias, G. (1980a, June 15). Media mappings as instruments in media-planning. ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/media-mappings-as-instruments-in-media-planning


Research papers

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Friedrich A. Rode
June 15, 1980
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Citation

Rode, F. A. (1980a, June 15). Application of primary surveys and desk research to media planning . ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-


Research papers

TV show loyalty in Finland

This is a companion paper to Goodhardt (1968) which was referred to in the introduction to Hulks and Thomas (1973). The Finnish data is however presented in a different way and makes a case for peoples’ loyalty to some shows, while Goodhardt...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Heikki J. Kasari
June 15, 1980
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Citation

Kasari, H. J. (1980a, June 15). TV show loyalty in Finland . ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/tv-show-loyalty-in-finland-


Research papers

Control techniques in a sample survey

The analysis described in this report concerns the control techniques used in sample surveys , and is based on a ten-year experience made by field work in this area and specifically applied to the survey on the Italian Periodical Press Readership by...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Angela Amoroso, Costantino Jannacone
June 15, 1979
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Citation

Amoroso and Jannacone (1979a, June 15). Control techniques in a sample survey. ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/control-techniques-in-a-sample-survey


Research papers

The case for primary readership

Consumer magazines occupy a unique position among U.S. advertising media. In total, they are a mass medium, yet taken individually, each carves out its own distinctive, selective audience. This selectivity is best delineated by primary readership,...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: William J. Wilson
March 1, 1979
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Citation

Wilson, W. J. (1979a, March 01). The case for primary readership. ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/the-case-for-primary-readership


Research papers

The usage of qualitative media research data in the practice of media planning

The purpose of this paper is to show how quantitative and qualitative media research data can be used in every step of advertising planning and especially in the practice of the media planning. This practice is the situation in The Netherlands at...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Bonny G.J. Stoelinga
March 1, 1976
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Citation

Stoelinga, B. G. (1976a, March 01). The usage of qualitative media research data in the practice of media planning. ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/the-usage-of-qualitative-media-research-data-in-the-practice-of-media-planning


Research papers

The usage of qualitative media data

The paper concerns the question of how to include qualitative criteria into current media-planning procedures, and the appraisal of the improvements which may be expected by the usage of qualitative data. After a description of the media model used...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Jean Michel Agostini
March 1, 1976
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Citation

Agostini, J. M. (1976a, March 01). The usage of qualitative media data. ANA - ESOMAR. Retrieved June 05, 2024, from


https://ana.esomar.org/documents/the-usage-of-qualitative-media-data