Resources Library by ANA

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: A. l. Biel

Company: Ogilvy

September 1, 1972

Understanding youth

Young consumers have always been a difficult audience to researchbecause first, they are difficult to reach using traditional researchmethods, and secondly, they are often not as expressive as adults incommunicating their opinions. This said, the...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: John Geraci, Peter Silsbee, Sarah Fauth, Jennifer Campbell

Company: Harris Interactive (Europe)

November 1, 2000

A market segmentation on holidays abroad

During the past two decades an every year increasing part of the Dutch population went abroad on holiday. To indicate how this overall growth of the market for holidays abroad has developed, we show some figures from representative NIPO sample...

Catalogue: Seminar 1967: Travel and Tourism

Authors: Ger C. Schild, Jacques Antoine

Company: NIPO

June 15, 1967

Qualitative research on chesswood creamed mushrooms

Creamed mushrooms are of increasing importance within thecanned mushroom sector, and information is required onconsumer attitudes and usage of creamed mushrooms. Thebasic objectives of this research were to provide aqualitative 'model' of usage and...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

October 3, 1972

Cognitive styles

This paper introduces and reviews the concept of consumer cognitive styles as a new basis for segmenting markets. Using empirical data from members of the National Family Opinion Mail Panel, the authors show that consumers varying in cognitive...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: Christian Pinson, Naresh K. Malhotra, Arun K. Jain

September 1, 1980

A method of market segmentation

Market analyses generally consist of examining how consumption or ownership of a given product varies according to certain socio-demographic criteria such as sex, age, social class, area, town size, etc. Each criterion is considered separately to...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Jean Michel Agostini

June 15, 1965

Combining dissonance theory to product space constructs

Market segmentation has during the past few years been an intensively discussed topic. The discussion has, however, caused a clarification of thinking and a more effective utilisation of various methods. Market segmentation has so far proceeded in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Eero Meckelborg

June 15, 1971

The importance of market segmentation in market research

The aim of market research is to classify the individuals into as homogeneous groups as possible according to their common features in the social structure and according to their consumer orientation and to find out the formation and workings of...

Catalogue: The European Marketing Research Review 1970

Author: Marie Strnadova

June 15, 1970

Cognitive styles (French)

This paper introduces and reviews the concept of consumer cognitive styles as a new basis for segmenting markets. Using empirical data from members of the National Family Opinion Mail Panel, the authors show that consumers varying in cognitive...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: Christian Pinson, Naresh K. Malhotra, Arun K. Jain

September 1, 1980