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Research papers

The brand triad in Europe

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Eckhard Korf, Harald Kunzer, Rolf-Rudiger Nausch
September 1, 1992

Research papers

The brand triad in Europe (German)

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Rolf-Rudiger Nausch, Harald Kunzer, Eckhard Korf
September 1, 1992

Research papers

How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing (German)

This paper presents the results of a representative survey conducted in 1985 with 40 chief buyers of the central organizations in German food retailing. The study was initiated by Hildmann, Simon, Rempen & Schmitz/SMS and conducted by GfK. The...

Catalogue: ESOMAR Congress 1988
Author: Jörg Rehorn
September 1, 1988

Research papers

How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing

This paper presents the results of a representative survey conducted in 1985 with 40 chief buyers of the central organizations in German food retailing. The study was initiated by Hildmann, Simon, Rempen & Schmitz/SMS and conducted by GfK. The retail...

Catalogue: ESOMAR Congress 1988
Author: Jörg Rehorn
September 1, 1988

Research papers

Trade research

Trade research is a collective term for a series of specially developed techniques serving the needs and objectives of marketing management at the various stages of the distribution network. Just as the elementary methods of consumer research have...

Catalogue: Consumer Market Research Handbook
Authors: Gill Welch, Brian C. Pymont
August 1, 1986

Research papers

Pan European audience measurement in cable television homes

This paper presents a brief summary of a survey carried out in the Autumn of 1985 designed to measure the television audience in cable television homes. The new generation of satellite delivered television stations have revolutionised the role of the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Bruce Roberts, Alan Higgs
June 15, 1986

Research papers

The computerised automatic ironing machine

In this paper, a global survey will be reported about the potential demand for a computerised automatic ironing machine, which was in the final stage of development at the time the survey was carried out in June/July 1985. The survey was comprised of...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Ray Dallin, Dan Hagan, Emile M. C. van Westerhoven
June 15, 1986