Resources Library by ANA

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

Questionnaire monotony endangers the comparability of results (German)

Monotony and its side-effects have been dealt with in other areas. But monotony is powerful enough to adulterate the results. Noelle Neumann proved that the influence of monotony was visible even in simple inquiries, for example when ascertaining...

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

Author: Erp Ring

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1976

Innovation by data analysis (French)

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

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

Author: Jean Paul Aimetti

June 15, 1976

Yea-saying

This paper takes a careful look at the phenomenon of 'yea- saying' , defined as "the tendency of respondents to express agreement with a statement irrespective of the attitude expressed by that statement". Most experienced researchers would probably...

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

Authors: Roger J. Stubbs, Peter Hutton

June 15, 1976

An exercise in trade-off

The paper demonstrates how a very simple approach was applied to a particular problem of 'Trade Off'. As part of a large scale survey into the public knowledge of, and attitudes towards Local Authority Financing, Research Surveys of Great Britain...

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

Author: John R. Lawford

September 1, 1976

PAKOM: The price-sales functions of competing brands

This model, which is called PAKOM from the initials of its German name, concerns itself with the effects of price differences and indicates what influence the price policy for a product has on the level of sales, against the background of competitor...

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

Author: Klaus Kornobis

Company: Nielsen

September 1, 1976

Relating research techniques to marketing problems

The authors describe the development, over a period of four years, of a research programme for a new container designed to offer an alternative to glass bottles and metal cans for beer and carbonated soft drinks. The new container is the ICI...

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

Authors: Donald Osborne, A. J. Payne

June 15, 1976

TV advertising pre-testing

This is a case history of an attempt to use established, non- innovative research techniques to construct a system of T. V. advertisement pre-testing which could provide actionable results. For marketing management the research results must relate...

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

Author: Roger S. Parkyn

September 1, 1976

How should a product score in a blind test to stand a chance in the market?

On the basis of practical research experience gained over many years the author has formulated guidelines for the interpretation of product test results. These guidelines are minimum ratings a product should score in a product test if it is to have a...

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

Author: Jörg Rehorn

September 1, 1976