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Research papers

Loyalty reports

In this document we describe the basic structure of buyer behaviour for a certain frequently-bought branded product. The purpose is to illustrate, in terms of a real-life but coded example, the analysis of brand-switching, of heavy buyers, of...

Catalogue: Seminar 1972: Panels
Author: Gerald J. Goodhardt
June 15, 1972
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Citation

Goodhardt, G. J. (1972a, June 15). Loyalty reports . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/loyalty-reports-


Research papers

Measuring differing tasks in competitive advertising

The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Gerald de Groot
June 1, 1966
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Citation

de Groot, G. (1966a, June 01). Measuring differing tasks in competitive advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measuring-differing-tasks-in-competitive-advertising