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Research papers

The balance of power in a marketing channel

The nature of a relationship between a manufacturer and retailer, the extent to which it is either harmonious or discordant, largely depends on the power held by each party and the way this power is used. Power relationships also have a direct...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: Angela M. Rushton
June 15, 1982
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Citation

Rushton, A. M. (1982a, June 15). The balance of power in a marketing channel. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-balance-of-power-in-a-marketing-channel


Research papers

Posters

This research, which was claimed to be the first systematic attempt at poster audience measurement anywhere in the world, was based upon attention values, or audience recall. This was an attempt to measure the actual audience for posters rather than...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Authors: Don Leach, Michael St. C. Hannah
June 15, 1980
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Citation

Leach and Hannah (1980a, June 15). Posters. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/posters


Research papers

Childrens' TV consumption

A sample of 900 pupils, aged 6 to 13 and representative for the Federal Republic Of Germany (and their mothers) was questioned about a wide-spread selection of leisure-time activities, media-consumption as well as their opinions and attitudes towards...

Catalogue: Seminar 1980: Children And Young People
Author: Jürgen Pfifferling
June 15, 1980
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Citation

Pfifferling, J. (1980a, June 15). Childrens' TV consumption . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/childrens-tv-consumption-


Research papers

How to solve innovation problems systematically

The main and proven advantages of our "Technique for Innovation Problem Solving" (TIPS) are the following: 1. A clear distinction between the three group participant functions of project manager, process leader and group member. 2. A logical step by...

Catalogue: Seminar 1979: New Product Development
Author: Bernd Rohrbach
October 1, 1979
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Citation

Rohrbach, B. (1979a, October 01). How to solve innovation problems systematically. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/how-to-solve-innovation-problems-systematically


Research papers

Possibilities for use of a new multivariant analysis method (German)

In this report a new multivariant model is presented. In the first section a use-oriented systematic is developed. Within this systematic the multivariant technique, at present in vogue in practical research, is arranged. The new technique: Partial...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Erich Weihs
June 15, 1976
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Citation

Weihs, E. (1976a, June 15). Possibilities for use of a new multivariant analysis method (German). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/possibilities-for-use-of-a-new-multivariant-analysis-method-german-


Research papers

Possibilities for use of a new multivariant analysis method

In this report a new multivariant model is presented. In the first section a use-oriented systematic is developed. Within this systematic the multivariant technique, at present in vogue in practical research, is arranged. The new technique: Partial...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Erich Weihs
June 15, 1976
×

Citation

Weihs, E. (1976a, June 15). Possibilities for use of a new multivariant analysis method. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/possibilities-for-use-of-a-new-multivariant-analysis-method


Research papers

Range and assortment policies

The result of this examination of the formation of range and assortment policies is to emphasise the variety of the factors that may be involved. There is a danger of advancing too fast to the stage of model-building. Where the problem is not a...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers
Author: Patrick McAnally
August 1, 1975
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Citation

McAnally, P. (1975a, August 01). Range and assortment policies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/range-and-assortment-policies


Research papers

Selection of global target markets

As more and more companies seek new opportunities overseas, the question of how to select the "right" markets becomes an increasingly important issue. In particular the wide range of possible markets and the plethora of available information suggests...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: Y. Wind, Patrick Le Maire, Susan P. Douglas
September 1, 1972
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Citation

Wind, Le Maire and Douglas (1972a, September 01). Selection of global target markets. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/selection-of-global-target-markets


Research papers

The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements

In May 1968, ML Medical Surveys Centre commenced the development of a systematic methodology for studying the reactions of General Practitioners to mailings and journal advertisements. This paper describes the work we have been engaged upon and does...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: W. A. K. Frost
June 15, 1970
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Citation

Frost, W. A. (1970a, June 15). The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-development-of-a-technique-for-measuring-the-reactions-of-general-practitioners-to-mailing-pieces-and-journal-advertisements-