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Research papers

BC or AC: Before Coca Cola or after Coca Cola

This paper addresses certain ways in which anthropology may be applied with relevance to market research. Four main topics are discussed: the development of semiology as a powerful potential tool for understanding the dynamics of advertising; the...

Catalogue: ESOMAR Congress 1988
Author: Janet Gruber
September 1, 1988
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Citation

Gruber, J. (1988a, September 01). BC or AC: Before Coca Cola or after Coca Cola. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/bc-or-ac-before-coca-cola-or-after-coca-cola


Research papers

How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing (German)

This paper presents the results of a representative survey conducted in 1985 with 40 chief buyers of the central organizations in German food retailing. The study was initiated by Hildmann, Simon, Rempen & Schmitz/SMS and conducted by GfK. The...

Catalogue: ESOMAR Congress 1988
Author: Jörg Rehorn
September 1, 1988
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Citation

Rehorn, J. (1988a, September 01). How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing (German). ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/how-does-the-trade-see-manufacturers-results-of-a-representative-survey-of-the-central-organisation-in-german-food-retailing-german-


Research papers

How to predict the sensitivity of demand to price

The purpose of this paper is to describe how a user can predict sensitivity of demand to price for consumer products. The trademarked name for the technique is $9.99 Price Testing. However, the technique itself is simply an application of classic...

Catalogue: ESOMAR Congress 1988
Author: Joel N. Axelrod
September 1, 1988
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Citation

Axelrod, J. N. (1988a, September 01). How to predict the sensitivity of demand to price. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/how-to-predict-the-sensitivity-of-demand-to-price


Research papers

Productivity in international research

The main argument is that the methods and the facilities for designing and controlling multi-country research have evolved from the primitive approach of the 1950's to a sophisticated and versatile methodology which is still being developed and...

Catalogue: ESOMAR Congress 1988
Author: Michael Wilsdon
September 1, 1988
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Citation

Wilsdon, M. (1988a, September 01). Productivity in international research. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/productivity-in-international-research


Research papers

Territorial marketing or marketing tailored to the needs of local government

This article shows how a town that wants to attract business investment, or the developer of a leisure park who wants to find out more about his clientele, can analyse the power of attraction of his image or project before going ahead with his...

Catalogue: ESOMAR Congress 1988
Authors: Caroline Lioret, Denise Vaubrun
September 1, 1988
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Citation

Lioret and Vaubrun (1988a, September 01). Territorial marketing or marketing tailored to the needs of local government. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/territorial-marketing-or-marketing-tailored-to-the-needs-of-local-government


Research papers

The effects of simulated price change on consumers in a retail environment (German)

The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior...

Catalogue: ESOMAR Congress 1988
Author: Siegfried Högl
Company: GfK
September 1, 1988
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Citation

Högl, S. (1988a, September 01). The effects of simulated price change on consumers in a retail environment (German). ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-effects-of-simulated-price-change-on-consumers-in-a-retail-environment-german-


Research papers

The ethical dilemmas of the market researcher

The success of the market research industry over the past 40 years has led it into techniques and applications which were not anticipated by its original founders. As a result an increasing number of researchers are becoming involved in other related...

Catalogue: ESOMAR Congress 1988
Authors: Mary Bartram, Peter Bartram
September 1, 1988
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Citation

Bartram and Bartram (1988a, September 01). The ethical dilemmas of the market researcher. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-ethical-dilemmas-of-the-market-researcher


Research papers

Is marketing research going another way? (French)

Marketing research is developing rapidly. This paper attempts to give the up-to-date situation on recent developments both as regards new technologies and methods. The field of retailing, neglected by marketing research for a long time, is now...

Catalogue: ESOMAR Congress 1988
Author: Gerard Hermet
Company: GfK
September 1, 1988
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Citation

Hermet, G. (1988a, September 01). Is marketing research going another way? (French). ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/is-marketing-research-going-another-way-french-


Research papers

The effects of simulated price change on consumers in a retail environment

The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior...

Catalogue: ESOMAR Congress 1988
Author: Siegfried Högl
Company: GfK
September 1, 1988
×

Citation

Högl, S. (1988a, September 01). The effects of simulated price change on consumers in a retail environment. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-effects-of-simulated-price-change-on-consumers-in-a-retail-environment