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Research papers

The lifetime value concept

The significance of relationships with customers has received strong emphasis in recent marketing literature. Relations should be profitable, which can be measured by means of the LifeTime Value (LTV) concept. In this paper, a model for measuring LTV...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Janny C. Hoekstra, Eelko K. R. E. Huizingh
November 1, 1996
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Citation

Hoekstra and Huizingh (1996a, November 01). The lifetime value concept . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-lifetime-value-concept-


Research papers

Affinity credit card

The outcomes of the planned research programme will be a quantification of the attributes of the credit card issuer, the affinity group and the affinity credit card holders, which underpin their relationship with each other. It will throw...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Suzanne Horne, Pete Naude, Steve Worthington
November 1, 1996
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Citation

Horne, Naude and Worthington (1996a, November 01). Affinity credit card . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/affinity-credit-card-


Research papers

What turns them on and what turns them off

Traditional marketing has long recognized the important role of market research. Perhaps the one area where the marketer and the market researcher might actually agree to disagree is the. extent to which gut feel and experience are considered as...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Chris Robinson
November 1, 1996
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Citation

Robinson, C. (1996a, November 01). What turns them on and what turns them off . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/what-turns-them-on-and-what-turns-them-off-


Research papers

The interactive concept test

This paper describes a new method for investigating consumer preferences for product design, the Interactive Concept Test. In this test, respondents specify their own, preferred design by interactively adjusting the attribute levels of a randomly...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Mia Stokmans, Gerard Loosschilder
September 1, 1996
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Citation

Stokmans and Loosschilder (1996a, September 01). The interactive concept test . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-interactive-concept-test-


Research papers

Segmenting consumers world-wide

This paper presents two case histories showing how world-wide segmentation of consumers aids in new product development. The segmentation approach was originally used with sensory analysis of products, but has been expanded to concepts on a...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Howard R. Moskowitz
September 1, 1996
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Citation

Moskowitz, H. R. (1996a, September 01). Segmenting consumers world-wide . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/segmenting-consumers-world-wide--4832


Research papers

Factoring innovation together

Recent years have seen an increasing recognition in many Companies of the importance of effective and continued innovation for real growth. This leads to greater focus within Companies on the process adopted for new idea generation and the testing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Cristina Guglielmini, Ivana Ventura
December 1, 1995
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Citation

Guglielmini and Ventura (1995a, December 01). Factoring innovation together. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/factoring-innovation-together


Research papers

How consumers assess the value of advertising

This presentation proposes that advertising be evaluated in terms of its perceived value to consumers. The discussion is divided into four sections. In the first, some notions about consumer behavior that form the rudiments of a theoretical...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Robert H. Ducoffe
June 15, 1995
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Citation

Ducoffe, R. H. (1995a, June 15). How consumers assess the value of advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-consumers-assess-the-value-of-advertising


Research papers

Concept testing of product design proposals

In product development, computer-aided design is already established as an effective tool for the generation, modification, analysis, simulation, and evaluation of a product design. The computer can also be regarded as an organizational platform on...

Catalogue: Seminar 1995: Successful Product Engineering
Author: Gerard Loosschilder
June 15, 1995
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Citation

Loosschilder, G. (1995a, June 15). Concept testing of product design proposals. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/concept-testing-of-product-design-proposals


Research papers

Evaluating and forecasting prescribing

The paper is divided into four main sections. The Methodology describes the data upon which the analyses were based and explains the theoretical background to the approach adopted. The Results are then presented to show how large and small drugs...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Andrew S. C. Ehrenberg, Philip Stern
June 1, 1995
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Citation

Ehrenberg and Stern (1995a, June 01). Evaluating and forecasting prescribing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-and-forecasting-prescribing