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Research papers

Theory and application of multivariate methods (dependence)

In our data matrix we have one variable of particular interest and we wish to see how it is affected by movements in a single explanatory variable. For example, the variable we might be interested in is Sales in £mn and we may wish to know how it...

Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Paul Harris
February 14, 1995

Research papers

Multivariate data analysis and consumer behaviour

The purpose of this communications is to review the main applications of multivariate methods to a preeminent area of marketing research consumer behavior. Three areas of application are distinguished, based on a paradigm of consumer behavioral...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Yves Evrard
June 15, 1982

Research papers

The current state of methodological developments in the multivariate analysis of surveys

The paper considers the current state of multivariate analysis when the data available only take the form of binary and classified variables. This restriction has meant that researchers have had to develop new techniques to deal with problems of...

Catalogue: Seminar 1982: Classifying Consumers
Author: Paul Harris
June 15, 1982

Research papers

Measuring television audience reactions by multivariate analysis techniques

This paper describes a comprehensive TV audience reaction service which has recently been initiated on a pilot basis for Independent Television in the U.K. The service as a whole has been designed as a flexible research instrument, capable of...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Ian R. Haldane
February 1, 1970

Research papers

The use of marketing research in large French companies (French)

One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Patrick Le Maire, Yves Evrard
September 1, 1974

Research papers

Experimental methods in marketing

Very little is to be found in specialised marketing literature on experimentation. As in the sciences in general the earliest steps forward in marketing were made as a result of using methods of observation. Data are collected either within the...

Catalogue: The European Marketing Research Review 1971
Author: Yves Fournis
June 15, 1971

Research papers

Multivariate analysis of survey data

A chapter such as this can only scratch the surface in terms of informing the reader what techniques are available, what they do, how they do it, and what are the pitfalls, so it must be seen as purely introductory. Nevertheless, it attempts to...

Catalogue: Consumer Market Research Handbook
Author: Ken Baker
September 1, 1998

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

The application of a long and medium term M.M.I.S.A.T Colgate-Palmolive

Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to...

Catalogue: Seminar 1980: Information Systems In Action
Author: Janine Rouas
Company: Colgate-Palmolive
June 15, 1980