Resources Library by ANA

Consumers typology

On the working ground of market-research a striking ambivalence is to be stated in the expectations-with respect to' the contributions of the psychologist. On the one side, one demands of the psychologies an insight as. "deep" as possible into the...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Author: Mary Zeldenrust-Noordanus

June 15, 1962

Comment On H. Bergonier, A. Winkler and C. Ragnitz's papers

The panel pointed out that there were programs available, at least in England, that produced clusters on a more satisfactory basis. The TYPOL method is an "average linkage" procedure based on an effectively random order of presentation rather than,...

Catalogue: Seminar 1968: Operational Research In Marketing

Author: Charles W. Clunies-Ross

November 1, 1968

Analysis of population characteristics (French)

The object of this paper is to examine two methods of estimating the "social class" structure of a particular population universe once certain data is already known e.g. age, sex, area, socio-professional classes, etc... We subsequently show that one...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Author: Alain Blochet

June 15, 1962

Consumers typology (French)

On the working ground of market-research a striking ambivalence is to be stated in the expectations-with respect to' the contributions of the psychologist. On the one side, one demands of the psychologies an insight as. "deep" as possible into the...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems

Author: Mary Zeldenrust-Noordanus

June 15, 1962

Typology of the attitude to information and decision-making of industrial executives (German)

The systematic examination of industrial decision making processes has gained increasing importance the last few years. The following paper will show how the results of such analyses can best be made use of for practical marketing activities. Based...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. H. Eggert

June 15, 1972

Contribution of typological studies to the elaboration of an advertising strategy

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Frédérique Madrières, Daniel Caumont

Company: Nestlé

June 15, 1976

Comment on A. Winkler & C. Ragnitz's paper

We have mainly discussed the problem of weighting properly the variables. It is quite clear that the authors do not want to introduce any discriminating policy between the items of variables. But they consider it as a necessary refinement to...

Catalogue: Seminar 1968: Operational Research In Marketing

Author: Jean Quatresoozi

November 1, 1968

Consumer typology based on probabilistic similarity measurement

Fundamentally, consumer typologies are procedures for reducing data, Rather than work with a multiplicity of individual reactions it is preferable to use this matrix as a basis for seeking essential correlations both between variables and between...

Catalogue: Seminar 1968: Operational Research In Marketing

Authors: Andreas Winkler, Klaus Ragnitz

November 1, 1968

Comment on H. Bergonier's paper

The difference between typology and segmentation was then discussed. The most popular opinion was that: 1. Segmentation implies the isolation of one of the variables as being the one to be predicted; 2. Such restraints are not needed when applying a...

Catalogue: Seminar 1968: Operational Research In Marketing

Author: Jean Quatresooz

November 1, 1968