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Research papers

Research papers

Making market segmentation studies more useful

The paper is based on experience in design, interpretation and application of five market segmentation studies for consumer products using samples of 600 to 2000 respondents in West Germany and Argentina and research into variables particularly in...

Catalogue: Seminar 1982: Classifying Consumers
Author: Gerhard Kleining
June 15, 1982

Research papers

The current state of methodological developments in the multivariate analysis of surveys

The paper considers the current state of multivariate analysis when the data available only take the form of binary and classified variables. This restriction has meant that researchers have had to develop new techniques to deal with problems of...

Catalogue: Seminar 1982: Classifying Consumers
Author: Paul Harris
June 15, 1982

Research papers

A consumer model of the European car market

B1 Cars is a major producer of British cars. During the 1970’s it lost the dominance of the British car market, and required rescue by government ownership. It has now been restructured and expects the 1980’s to be a period of regrowth. The...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Authors: Philip Wade, Ronu K. Majumder
June 15, 1983

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

Research papers

Strategic marketing needs strategic research

This paper describes the use of mapping as a strategic research technique. Case histories are described in which the use of mapping lead to major changes being made in long-term plans. The specific mapping technique used uses nominally scaled data as...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: John Rice
June 15, 1983

Research papers

Clustering Italian agriculture

This paper outlines the results of an integrated study carried out for I.C.I. Solplant by Burke B.I.S. in 1985 which aimed at identifying differentiated typologies of farmers on the Italian market. The study was divided into two phases: 1) The...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Authors: Alberto Garbarino, Roberto Luperini
Company: Burke, Inc.
June 15, 1987

Research papers

Life-style of the elderly in Austria

Partial results of a comprehensive life-style study are presented here. The subsample of 50-to-75-year olds (n=1.500) was subjected to a cluster analysis with the help of 28 variables. Two of the five resulting clusters characteristically...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rudolf Bretschneider
Company: GfK
June 15, 1989

Research papers

Comment On H. Bergonier, A. Winkler and C. Ragnitz's papers

The panel pointed out that there were programs available, at least in England, that produced clusters on a more satisfactory basis. The TYPOL method is an "average linkage" procedure based on an effectively random order of presentation rather than,...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Charles W. Clunies-Ross
November 1, 1968