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Research papers

Micro-computer software for marketing and marketing research

In this paper we will examine some of the readily available software that enables "knowledge workers", which Marketeers and Researchers certainly are, to improve their personal effectiveness and creativity. Only commercially available software will...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Danny A. Nijburg
June 15, 1985

Research papers

Causal modelling in marketing

The purpose of this communication is to expose the basic principles of causal modelling, and to examine its conditions of application to marketing research. It will be showed that these models are part of a "second generation" of multivariate...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Evrard
June 15, 1984

Research papers

Causal modelling in marketing (French)

The purpose of this communication is to expose the basic principles of causal modelling, and to examine its conditions of application to marketing research. It will be showed that these models are part of a "second generation" of multivariate...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Evrard
June 15, 1984

Research papers

The latest developments in bar-code scanning in food stores

This paper discusses the development of scanning, particularly in Europe, and the uses of consumer sales data captured at the point-of-sale in marketing research.

Catalogue: Seminar 1984: Are Interviewers Obsolete?
Author: Graham C. Suffolk
Company: Nielsen
June 15, 1984

Research papers

Strategic planning is not dead but different

The strategic planning process has changed very significant since the early 1970s. Planning has changed in terms of scope (it needs to encompass a mere diverse range of publics) in terms of time span (the need fox' greater flexibility dictates...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning
Author: Martin van Mesdag
June 15, 1983

Research papers

A practical 'learning tool' for marketing planning when using an extensive marketing research mix

The 'learning tool' as developed by the authors and called “Business Marketing and Marketing Research (B.M.M.R.) game, is especially designed for two groups of people:- Marketing researchers: To train in understanding the relative position of...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Peter L. F. de Jong, G. G. Immink
June 15, 1983

Research papers

Competence of marketing research within larger companies

The role of marketing research within larger companies varies widely. The aim of this paper is to evoke a discussion on ways to improve the status of the company researcher in the decision making process. The paper describes the place of marketing...

Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: B. A. Devin, F. Maat, M. C. Leitner, R. Mielke
Company: The Coca-Cola Company
September 1, 1980

Research papers

Trend-analyse and early warning systems for marketing management

Marketing Managers all over the world are overloaded with an abundance of information data. This information "overkill" has its source not only in the computer department of an enterprise. A very large part of it is produced and distributed by...

Catalogue: Seminar 1980: Information Systems In Action
Author: Ernest W. Hanhart
June 15, 1980

Research papers

Tymcon service 1

Marketing people need a flexible computerized tool to analyze, plan, model and forecast changing marketing situations. They need to constantly ask those countless, hypothetical "what-if" questions across many variables. But they also need an...

Catalogue: Seminar 1980: Information Systems In Action
Author: Werner Retzlaff
June 15, 1980