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Research papers

Old is gold: But who is old?

The paper is divided in two parts. The first part discusses the demographic, economic and cultural aspects that stand behind the growing importance of elderly people as consumers of goods and services. Elderly people are not a homogeneous lot. The...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gabriele Morello
June 15, 1989
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Citation

Morello, G. (1989a, June 15). Old is gold: But who is old?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/old-is-gold-but-who-is-old-


Research papers

A major research exercise identifying and quantifying relevant consumer groups in over 60's market: The hotel industry

Although the marketing world claims to have woken up to 'grey power' our experience suggests that much of the thinking behind propositions aimed at older people is still founded on cliche and misconception. We formed this view in the course of...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Mia Bartonova, Ruth Betts, John Martindale
June 15, 1989
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Citation

Bartonova, Betts and Martindale (1989a, June 15). A major research exercise identifying and quantifying relevant consumer groups in over 60's market: The hotel industry. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-major-research-exercise-identifying-and-quantifying-relevant-consumer-groups-in-over-60-s-market-the-hotel-industry


Research papers

Why leisure research is different

Although leisure itself is not as simple to define as might at first appear, there can be no doubt that the leisure industry is one of the few growth areas in most Western countries, reflecting technological advances, de-industrialisation and the...

Catalogue: ESOMAR Congress 1988
Author: Peter B. Hodgson
September 1, 1988
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Citation

Hodgson, P. B. (1988a, September 01). Why leisure research is different. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/why-leisure-research-is-different


Case studies

AD*VANTAGE/AC-T

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Uwe Munzinger, Karl Georg Musiol
Company: GfK
June 15, 1988
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Citation

Munzinger and Musiol (1988a, June 15). AD*VANTAGE/AC-T. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/ad-vantage-ac-t


Research papers

Decisive factors for the choice of holiday destination

Within the framework of this multi-phase research project, 900 interviews were conducted in the main investigation, half with Germany vacationers and half with foreign-country vacationers, mine the reasons for selecting a holiday destination, the...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: Rainer Wohlmann
Company: M&E PRETESTING GmbH
May 4, 1988
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Citation

Wohlmann, R. (1988a, May 04). Decisive factors for the choice of holiday destination . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/decisive-factors-for-the-choice-of-holiday-destination-


Research papers

Magazines covers

The main argument put forward in this paper is that covers are of vital importance in stimulating magazine sales and readership and that market research can contribute greatly towards making them more effective in their impact and communication. The...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: Heather Mulholland
November 25, 1987
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Citation

Mulholland, H. (1987a, November 25). Magazines covers. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/magazines-covers


Research papers

Goelette II

Goelette II, which succeeds to Goelette I, is a sales forecasting system for dispatching at the time of each issue MARIE-CLAIRE Group magazines into the distribution network of the "Presse en France". The primary objective of the system is to keep an...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Authors: Gilbert Haas, Gilles Santini
November 25, 1987
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Citation

Haas and Santini (1987a, November 25). Goelette II. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/goelette-ii


Research papers

TESI

The paper is intended to explain the basic principles of TESI and to illustrate its scope of application and information. It will also be shown how test market simulation can be used to analyse existing markets, uncover the competitive relations...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: Bernd Erichson
October 26, 1987
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Citation

Erichson, B. (1987a, October 26). TESI. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/tesi


Research papers

The measurement of perception and motivation

This paper discusses the measurement of perception and motivation, concentrating on two techniques used for this measurement task. Factor analysis has traditionally been used for the measurement of perception and motivation, while correspondence...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Author: John Rice
October 26, 1987
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Citation

Rice, J. (1987a, October 26). The measurement of perception and motivation . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-measurement-of-perception-and-motivation-