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Research papers

Marketing models for use in practice

This paper attempts to summarize the weaknesses of marketing models which are set up with the aid of conventional methods and shows why many of these models are never used in practice. It also presents a setup, which was developed in practice and...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Rudolf Lewandowski, Heino Stöwsand
March 1, 1979

Research papers


A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation
Author: George Gallup
June 15, 1957

Research papers

A new model for a business game

In the realm of simulation techniques one must consider a certain number of objectives, fields of application, and methods. The principal objectives of such games are, to give individual attention to the formation of future decision-makers, to...

Catalogue: ESOMAR Congress 1964
Author: Guy Serraf
June 15, 1964

Research papers

NSS target monitor

This paper introduces a new approach to the diagnosis of (psycho- logical) brand positions on the market and to the assessment of the effects of marketing communications upon those. The method operationalizes the American concept of Consumer...

Catalogue: ESOMAR Congress 1989
Author: Peter H. van Westendorp
September 1, 1989

Research papers


In this paper, a Decison Support System is presented that enables the decision-maker to make optimal use of existing marketing research data in the area of fast-moving consumer goods. Many valuable market data are not analyzed in depth by the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Ole Stenvinkel Nilsson, Jørgen Kai Olsen
June 15, 1993

Research papers

The development and use of a model of the decision making process

Travel research is surely one of the most complex forms of consumer research that faces any company. Identification of a "product class" , brands and types within such a segmented field is a formidable problem. We have been fortunate in having the...

Catalogue: Seminar 1967: Travel and Tourism
Authors: Douglas J. Johnson, John L. Peate
June 15, 1967

Research papers

Comment on G. K. Randall and J. A. Farmer's paper

Several points were stressed in our discussion on the performance given by Mr. Randall and Mr. Farmer. The most essential ones are stated hereafter. In order to put the discussion on a clear base it was first explained that here it is a question of a...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Hans G. Reinmoeller
November 1, 1968

Research papers

Reply to questions

The questions posed by delegates , both in the working groups and in the final session on Saturday morning, fell into five main groups: these are summarised below, with the answers given by the authors.

Catalogue: Seminar 1968: Operational Research In Marketing
Authors: G. K. Randall, J. A. Farmer
November 1, 1968

Research papers


Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut...

Catalogue: Consumer Insights 2007
Authors: Wendy Gordon, Nitasha Kapoor
Company: Acacia Avenue
June 15, 2007