Resources Library by ANA

Sales components as functions of advertising

In France, the new product sales forecasting activity has progressively left the area of measurements done in a real environment in favour of simulated test: those tests are usually cheaper, shorter and much more confidential. The main purpose of...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Alain Pioche

Company: Nielsen

June 15, 1988

Estimating cognitive structure from qualitative data

The paper describes a method which estimates consumers' cognitive structure with regard to a certain product class from qualitative data, l.e. data In the form of raw text. The raw text is first translated to a series of cognitive categories by means...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Klaus G. Grunert

October 26, 1987

The validity and efficiency of data collection using screen interviews compared with telephone research

This paper describes the results of a methodological test conducted by NOW Research, on behalf of British Telecom - PRESTEL. The purpose of the research was to assess the validity and efficiency of collecting market research data through the medium...

Catalogue: ESOMAR Congress 1987

Authors: David Baker, Cliff Holmes

September 1, 1987

Computer assisted interviewing in a face to face situation

After the introduction of CATI and other computerised data collection methods, personal interviewing became somewhat neglected and, consequently, was believed to be less efficient. With computer assisted interviewing in a face-to-face situation,...

Catalogue: ESOMAR Congress 1987

Authors: Robbert D. W. Baden, Elzo M. Boerema, Emiel P. M. Bon

Company: NIPO

September 1, 1987

The future of consumer panels

This paper deals in the first instance with the set-up of the survey, including the relevant technical aspects, and then goes on to discuss the various research possibilities which the method can offer. We strongly recommend that the paper be...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Authors: Goos Eilander, Jan van Bostelen

Company: Burke, Inc.

June 15, 1987

TV measurement in a changing environment

The paper is in four sections. It looks first at the television changes occurring and makes some predictions for the nineties. Then the existing tools for television audience measurement and appreciation are reviewed. In the third section the likely...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions

Author: John Clemens

June 15, 1987

Retail audit panels in the Middle East

This paper describes the experience of AMER in setting up and running retail audits in the region. This is confined to our experience because this is the first open discussion on the subject and we cannot, therefore, refer to the experience of our...

Catalogue: Seminar 1987: Research In Arab Countries

Author: Tony Antoniou

June 15, 1987

Desk research

The chapter is split into two sections: the first dealing with the uses and practices of desk research - what is desk research, what it can do, who undertakes it and in what circumstances; the second covering the all-important question of sources of...

Catalogue: Consumer Market Research Handbook

Author: Nigel Newson-Smith

August 1, 1986

Stated preference microsimulation models from qualitative inputs to estimate market shares in intercity travel

This paper describes a recently developed method for predicting market shares of products in a competitive market from qualitative judgements of a small sample of respondents. This "conjoint choice approach" is an extension of traditional conjoint...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Michael Beswick, Robert J. Sheldon, Eric P. Kroes

June 15, 1986