Resources Library by ANA

An empirical evaluation of some aggregation techniques and estimation algorithms in conjoint analysis

The paper discusses some technical problems of conjoint analysis. A commercial application, concerning consumers' preferences for a specific kind of credit account is described.

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Marcus Schmidt

October 26, 1987

Evaluating the impact of marketing mix variables on market shares

The goal of this paper is to evaluate the potential of marketshare models as decision-support tools. We apply systematically different versions of market-share models to a reasonably large set of state-of-the-art quality data (excluding, however,...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Marcel Corstjens, Gilles Laurent, Françoise Rostand

October 8, 1987

Move to market focus revitalises research at McGraw-Hill publishing

In January, 1985, McGraw-Hill Inc a $1.4 billion publishing and information supplier, underwent a dramatic reorganisation. The corporation had moved into the 80's with a myriad of broadcasting, print and other information products, organised under...

Catalogue: Seminar 1985: Quality In Publishing

Author: David P. Forsyth

November 27, 1985

Evaluating promotions cost effectively

This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Marc Drake, Mike Sargent

Companies: KANTAR TNS Malaysia, Kraft Heinz Company

November 6, 1985

Uses and application of IMS databases and information sources for competitor analysis

The paper describes, in general terms, the most recent developments of IMS Database Services and relates these to the analysis of competitors. The need for numeric and text information is discussed in addition to the suggested uses of advertising...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Authors: David Brown, Maryanne Roach

February 27, 1985

Competitive advertising effectiveness

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Peter J. Hayes

February 27, 1985

Choosing the right product

Market research has developed several tools for selecting the optimal combination of product features. One of the methods which has become fairly popular within the last years is the "Trade-Off Model". With this method, utility indices are computed...

Catalogue: Seminar 1983: New Product Development

Authors: Detlef Baur, Jürgen Doeblin

November 2, 1983

Evaluation of the differential fares policy contemplated for the "T.G.V" (very fast train) service in France

In the public transport sector, more than in most others, all the operators are faced by the problem of variations in the level of demand, giving rise in particular to peak traffic periods, with which they must deal as efficiently as possible whilst...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Jean-Claude Giblin, Jean-Louis Laborie

August 23, 1981

Evaluation of the differential fares policy contemplated for the "T.G.V" (very fast train) service in France (French)

In the public transport sector, more than in most others, all the operators are faced by the problem of variations in the level of demand, giving rise in particular to peak traffic periods, with which they must deal as efficiently as possible whilst...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Jean-Claude Giblin, Jean-Louis Laborie

August 23, 1981