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Research papers

Choosing the right product

Market research has developed several tools for selecting the optimal combination of product features. One of the methods which has become fairly popular within the last years is the "Trade-Off Model". With this method, utility indices are computed...

Catalogue: Seminar 1983: New Product Development
Authors: Detlef Baur, Jürgen Doeblin
November 2, 1983
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Citation

Baur and Doeblin (1983a, November 02). Choosing the right product. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/choosing-the-right-product


Research papers

Models of the effects of advertising

An aggregate, numerical model is proposed to assess the effects of advertising. It is intended as an aid to advertisers and to an advertising agency. The main decisions it assists are about the size and allocation over time of the advertising budget,...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Simon Broadbent
June 15, 1982
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Citation

Broadbent, S. (1982a, June 15). Models of the effects of advertising. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/models-of-the-effects-of-advertising


Research papers

Strategic marketing in times of shortages

This paper suggests a model for strategic marketing planning in times of shortages, and outlines the information requirements that are necessary as input to the model. This paper is based on the available literature, as well as on an exhaustive study...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Nicolas Papadopoulos
June 15, 1982
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Citation

Papadopoulos, N. (1982a, June 15). Strategic marketing in times of shortages . ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/strategic-marketing-in-times-of-shortages-


Research papers

Brand choice and price effect

Within the paper we present a stochastic brand choice price model which is a real decision model. The model is applied to the German potato- products 5 market using G&I-consumer panel data. The model is parameterised and its validity is elaborated....

Catalogue: Seminar 1982: The Effective Use Of Panels
Author: Franz Böcker
June 15, 1982
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Citation

Böcker, F. (1982a, June 15). Brand choice and price effect . ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/brand-choice-and-price-effect-


Research papers

Models of organizational decision making

There is wide agreement that organisational decisions (e.g. industrial buying decisions) usually involve multiple participants. Researchers also believe that the organisational decision process is normally very complex, it is difficult to model, and...

Catalogue: Seminar 1981: Industrial Marketing Research
Author: Uolevi Lehtinen
October 1, 1981
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Citation

Lehtinen, U. (1981a, October 01). Models of organizational decision making. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/models-of-organizational-decision-making


Research papers

Predicting media schedule effectiveness by the 'media planex' method

The general description given below is only a part of a wider confirmation that the system is a reasonable description of the real world. Its use in the agency therefore gives confidence that a particular schedule recommended has been constructed...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Authors: Jean Michel Agostini, Nicolas Steinberg
June 15, 1980
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Citation

Agostini and Steinberg (1980a, June 15). Predicting media schedule effectiveness by the 'media planex' method . ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-


Research papers

A dynamic response model

A partial problem at the planning of market communication is to make an optimal media choice. A decision model of an optimal media choice is called a media choice model and the formulation of such a model should take its out spring in an individual...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Lars Grønholdt
June 15, 1980
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Citation

Grønholdt, L. (1980a, June 15). A dynamic response model. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/a-dynamic-response-model


Research papers

Marketing models for use in practice

This paper attempts to summarize the weaknesses of marketing models which are set up with the aid of conventional methods and shows why many of these models are never used in practice. It also presents a setup, which was developed in practice and...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Rudolf Lewandowski, Heino Stöwsand
March 1, 1979
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Citation

Lewandowski and Stöwsand (1979a, March 01). Marketing models for use in practice. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/marketing-models-for-use-in-practice


Research papers

Perceived risk (German)

The fact that only a minority of Austrian households hold securities and other long-term forms of saving can only in part be explained by a lack of ability to save. The risk perceived by the saver seems to be a further important reason why the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Günter Schweiger
August 28, 1977
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Citation

Schweiger, G. (1977a, August 28). Perceived risk (German). ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/perceived-risk-german-