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Research papers

Consumer durables

This paper compares actual consumer budget priorities to predictions from the value priority model. The actual consumer budgets are obtained via personal interviews in which consumers are asked to indicate which durable goods they plan to purchase in...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Glen L. Urban, John R. Hause
June 15, 1984
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Citation

Urban and Hause (1984a, June 15). Consumer durables. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/consumer-durables


Research papers

Determinants of tourism flows in Europe

The Austrian National Tourist Office is installing a Marketing Information System (MIS). The aim of this MIS is to ameliorate the information flow of the everyday work and to develop a budget allocation model. The construction of the allocation model...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Author: Hans Mikulicz
June 15, 1983
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Citation

Mikulicz, H. (1983a, June 15). Determinants of tourism flows in Europe. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/determinants-of-tourism-flows-in-europe


Research papers

Budgeting to determine the profit contribution

This paper is a discussion in broad terms of the first two of these areas and in particular, the interaction between the two. Research data is one of the key inputs of the marketing planning process. However as with advertising or below-the-line...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Author: Bill Blyth
August 23, 1981
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Citation

Blyth, B. (1981a, August 23). Budgeting to determine the profit contribution. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/budgeting-to-determine-the-profit-contribution


Research papers

Using market research in campaign planning

This brief "compte rendu" shows us how little has changed in over thirty years. Its first sentence must have been repeated in different ways in every country and in every succeeding year: because advertising costs are particularly high, even greater...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Pierre Devrient
June 15, 1980
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Citation

Devrient, P. (1980a, June 15). Using market research in campaign planning . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/using-market-research-in-campaign-planning-


Research papers

A proposal to evaluate research projects

One of the most important responsibilities of decision makers and also of research managers, including marketing and social research managers as well, is to select the best research projects among alternative ones to be undertaken. To determine the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Kemal Kurtulu
September 1, 1978
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Citation

Kurtulu, K. (1978a, September 01). A proposal to evaluate research projects. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/a-proposal-to-evaluate-research-projects


Research papers

How much to invest in this research?

When he comes to assess what he should reasonably invest in a piece of research, the research buyer may try to apply a relatively simple, "Bayesian" method. It consists first in writing down four figures which are the basic data of his problem (the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Hong Tia, Alain Kling
September 1, 1978
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Citation

Tia and Kling (1978a, September 01). How much to invest in this research?. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/how-much-to-invest-in-this-research-


Research papers

Will retailers allocate manufacturers' budgets

The budgetary allocation of many product groups is made long before the responsible advertising managers have decided on the allocation of sales promotion and advertising expenditures. This is the case with branded articles. With such goods both...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Georg Gramse
June 14, 1978
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Citation

Gramse, G. (1978a, June 14). Will retailers allocate manufacturers' budgets . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/will-retailers-allocate-manufacturers-budgets-


Research papers

Determining marketing budgets

Anglo-Saxon accounting practice puts marketing expense within the framework of what is termed selling expense. Selling expenses consist of expenses for marketing, advertising and/or distributing the product, i.e. Salesmen's Salaries, Salesmen's...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Barry Leach
June 14, 1978
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Citation

Leach, B. (1978a, June 14). Determining marketing budgets. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/determining-marketing-budgets


Research papers

Setting advertising appropriations

This paper shows how a number of advertisers currently set advertising appropriations; examines alternative methods designed to guide the decision making process; and cites more case histories to indicate the implications of given budget levels in...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
June 14, 1978
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Citation

Eva, G. (1978a, June 14). Setting advertising appropriations. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/setting-advertising-appropriations