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Research papers

Examining the communication properties of interlinked print and television advertisements

This paper describes a second UK project designed to extend our understanding of how print advertisements and television commercials interact with each other, in communication terms. A previous study along the same lines was the subject of a paper...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Alan Smith
June 15, 1990
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Citation

Smith, A. (1990a, June 15). Examining the communication properties of interlinked print and television advertisements. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/examining-the-communication-properties-of-interlinked-print-and-television-advertisements


Research papers

Data manipulation options for researchers

The paper addresses those researchers who would like to go beyond the specific MR packages available to them and themselves manipulate the raw data to get further insights. The first part of the article compares and contrasts primarily the mainframe...

Catalogue: Seminar 1990: How To Cope With Data Overload
Author: Alok Joshi
June 15, 1990
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Citation

Joshi, A. (1990a, June 15). Data manipulation options for researchers . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/data-manipulation-options-for-researchers-


Research papers

Fry versus recency

The two syndicated readership survey services in Norway, run by MMI (Markeds- og Mediainstituttet) and Gallup (Norsk Gallup Institutt A/S), report readership figures for magazines which differ to some extent. Differing techniques are used to measure...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Johnny Pedersen
June 15, 1990
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Citation

Pedersen, J. (1990a, June 15). Fry versus recency. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/fry-versus-recency


Research papers

Global strategies for Japanese products in major Asian and Western countries: International comparative survey

In this report, differences in how Japanese products are seen are studied based on an international comparative survey in light of the above problem, and 4 viewpoints are offered as an idea for the breakthrough of Japanese companies for...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Shungo Hiromura
June 15, 1990
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Citation

Hiromura, S. (1990a, June 15). Global strategies for Japanese products in major Asian and Western countries: International comparative survey. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/global-strategies-for-japanese-products-in-major-asian-and-western-countries-international-comparative-survey


Research papers

High technology data collection for testing and measurement

This paper describes high technology data collection systems in consumer marketing research and their relationship to the more traditional methodologies and techniques. A brief background and history of data collection technology used in research is...

Catalogue: Seminar 1990: How To Cope With Data Overload
Author: Laurence N. Gold
June 15, 1990
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Citation

Gold, L. N. (1990a, June 15). High technology data collection for testing and measurement . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/high-technology-data-collection-for-testing-and-measurement-


Research papers

From FMCG to durables

A multitude of predictive systems have been developed for FMCG products, many with a fairly reliable track record. The same cannot be said for durables. In this paper, the authors discuss a range of factors that differentiate both the research...

Catalogue: Seminar 1990: New Product Development
Authors: Julian R. Bond, Simon Chadwick
June 15, 1990
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Citation

Bond and Chadwick (1990a, June 15). From FMCG to durables. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-fmcg-to-durables


Research papers

A comparative analysis of alternative segmentation methodologies

Using behavioral data, two alternative segmentation methodologies, regression and cluster analysis, were compared on the basis of rigor, reliability, parsimony, interpretability and strategic implications for retailers. Regression analysis is the...

Catalogue: ESOMAR Congress 1989
Authors: Douglas J. Tigert, Stephen J. Arnold
September 1, 1989
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Citation

Tigert and Arnold (1989a, September 01). A comparative analysis of alternative segmentation methodologies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-comparative-analysis-of-alternative-segmentation-methodologies


Research papers

Marketing to an ageing population

For Europe the major demographic change expected over the next thirty years is the growth in the proportion of the population over 50. This trend must be of importance to marketers, and this is particularly the case as there is growing evidence that...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Stephan Buck, John Gabriel
June 15, 1989
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Citation

Buck and Gabriel (1989a, June 15). Marketing to an ageing population. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marketing-to-an-ageing-population


Research papers

Beppo meets Felix

What is the difference between young and old consumers when they look at ads? What are their respective attitudes and projections? This is what we tried to find out. Beppo is a fellow who embodies what advertising used to be. Felix stands for...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gloria Frink
June 15, 1989
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Citation

Frink, G. (1989a, June 15). Beppo meets Felix. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/beppo-meets-felix