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Research papers

A novel approach to planning and simulation in the field of marketing (German)

The method being introduced here was developed by Infratest, Munich. The first section is devoted to the requisites of applications with which marketing models have to comply if they are to meet the requirements of the user. The second and third...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Erich Weihs
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
September 1, 1973

Research papers

A novel approach to planning and simulation in the field of marketing

The method being introduced here was developed by Infratest, Munich. The first section is devoted to the requisites of applications with which marketing models have to comply if they are to meet the requirements of the user. The second and third...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Erich Weihs
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
September 1, 1973

Research papers

Comment

This commentary on the earlier sessions deals firstly with the question of whether market research can pretend to scientific status and secondly asks whether its practical value is not more tactical than strategic.

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Michael Bird
June 15, 1973

Research papers

A review of consumer decision process models

The purpose of this paper is to review the current position in buyer behaviour theory, with particular reference to an approach that is gaining increasing popularity, and which places major emphasis upon consumer decision processes. The paper is in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: J. A. Lunn
June 15, 1971

Research papers

Some comments on the use of "models" in advertising research

I have recently become aware of, and concerned with, the special problems facing market researchers and advertisers . Like many of you, I came to this conference a bit skeptical about the role that academic ideas and "models" could play in market...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Martin Fishbein
June 15, 1971

Research papers

Report back

This seminar revealed the gulf between the passionate non-verbalists who believe structured verbal response is inadequate to describe meaning (for them the Black Box, the Group Discussion, the indirect inference) and those who seem to believe that...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Robin T. J. Tuck
June 15, 1971

Research papers

The recognition and systematic study of phenomena of diffusion or contagion

We propose to examine the methods of approach which have up to now constituted the bases of the leading work done in this field. We shall then demonstrate how this phenomenon is generally taken into account when it lies in each of the three great...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Marc Vincent
June 15, 1971

Research papers

The recognition and systematic study of phenomena of diffusion or contagion (French)

We propose to examine the methods of approach which have up to now constituted the bases of the leading work done in this field. We shall then demonstrate how this phenomenon is generally taken into account when it lies in each of the three great...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Marc Vincent
June 15, 1971

Research papers

Comments on the paper by Miss Bernhard and Mr. Baur (French)

Forecasting studies should not however restrain to descriptive explanations of a phenomenon, but lead also to the detection of marketing variables. For if you want to develop a potential market, marketing decisions have been given in the paper of...

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research
Author: Pierre Bessis
May 3, 1971