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Research papers

Great expectations

In the early days of television, when each program had one sponsor, exposure even to only one telecast had highly measurable advertising communication and sales effects. The shift to scatterplots, while beneficial in terms of reach and in terms of...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Thomas F. Delaney
June 15, 1992

Research papers

The changing face of the Czechoslovak consumer 1988 - 1992

The subject of this paper is the process of evolution undergone by Czechoslovak consumers between 1988 and 1992. The development of expectations together with achieved realities of the Czechoslovak population in terms of living standards and patterns...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Mia Bartonova, Jana Bérová
September 1, 1992

Research papers

Beyond judgements (German)

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Ulrike Grabner
Company: IMAS International GmbH
September 1, 1992

Research papers

Defining and tracking consumer expectations

We define and measure expectations as being what people ideally would like in terms of the discriminating attributes of the choice category. For relevance in the interpretation of expectations it is necessary to view them for the individual and also...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Miriam Comber, Ian D. Greig
Company: Maritz Research
September 1, 1992

Research papers

Understanding consumer expectations

Through the process of obtaining consumer reactions to a wide variety of public service advertisement, an attempt has been made in this paper to understand the factors that govern consumer expectations of public service advertising. This paper...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Rama Bijapurkar, Titoo Ahluwalia
September 1, 1992

Research papers

Magazine contents and the needs of different sociological segments of readers

The object of the study was to identify the market opportunity for two Mondadori weeklies on the basis of characteristics of the readership and its expectations from the magazines. The research area was made up by the readership of the two magazines...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Vittorio Liberanome, Gilberto Valentini
June 15, 1976

Research papers

What causes contestants to participate in open contests? (German)

In recent years the open contest has evolved as a preferred method of sales promotion. In West Germany alone, advertisers have spent more than 100 million DM in the last three years for conducting contests. The range of problems within the area of...

Catalogue: ESOMAR Congress 1966
Author: Berend H. Feddersen
September 1, 1966

Research papers

Calibrating new products for generation Y automotive consumers with emerging market realities

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Aziz Ucmakli, Kevin M. Joostema
March 30, 2003

Research papers


A special study consisting of a survey among 326 housewives, has shown that the friendliness effect in product tests is minimised if the method below is used: The interviewer shows three packs with the same contents, but with different code...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Johan J. M. van Tulder
June 15, 1969