Resources Library by ANA

Interrelationship between the market segments and the buyer behaviour

An inductive approach is presented in this paper. This approach involves the following stages: The detailed discussion of a study which attempted to identify different market segments to which four separate retail establishments have been catering;...

Catalogue: Seminar 1969: The Role Of Market Research In The Distribution Of Consumer Goods

Author: Coskun Samli

November 1, 1969

People interest as a basic criterion in market segmentation and the integration of research

In a large Swedish study (some 20.000 interviews on nation-wide probability basis) it has been shown that the entire process is structured by people 'a interest for the subject area. Such an interest is thus the most appropriate basis as well for the...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Jarko Cerha

June 15, 1969

Use of factor analysis and cluster analysis in market segmentation and consumer typology

For the two segmentation models, factor analysis and cluster analysis, general assessment criteria are laid down and the marketing view-point is singled out as the most important. In particular the paper deals with the two segmentation methods with...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Klaus Ragnitz

June 15, 1969

Use of factor analysis and cluster analysis in market segmentation and consumer typology (German)

For the two segmentation models, factor analysis and cluster analysis, general assessment criteria are laid down and the marketing view-point is singled out as the most important. In particular the paper deals with the two segmentation methods with...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Klaus Ragnitz

June 15, 1969

Brand switching models

The present paper describes the devices adopted in order to construct the transition matrix which is going to serve as the model's input : they involve breaking down each purchasing sequence into pairs of elementary purchases. But this in turn...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Raymond Delbes

June 15, 1969

Recent developments in market segmentation

Market segmentation is a diffuse topic, embracing a wide range of issues. This paper discusses a number of these that have arisen in work carried out by the author during recent years. She main theme of the paper is the need to preserve a flexible...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: J. A. Lunn

June 15, 1969

Brand switching models (French)

The present paper describes the devices adopted in order to construct the transition matrix which is going to serve as the model's input : they involve breaking down each purchasing sequence into pairs of elementary purchases. But this in turn...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Raymond Delbes

June 15, 1969

Research in industrial marketing reinforcement and conversion

Social psychology can teach us a good deal about the ways people behave and how they choose between possible alternative courses of action. Much of the work is difficult to find and difficult to follow. By its very nature it is rarely discussed in...

Catalogue: Seminar 1969: Research In Industrial Marketing

Authors: John B. O'Mulloy, Olle Steiner

March 5, 1969

Problems in communicating the results of market segmentation studies

Segmented marketing is likely to replace traditional mass marketing techniques in many product fields in the future. This development will involve market researchers more frequently in what are usually described as market segmentation studies. Yet...

Catalogue: ESOMAR Congress 1968

Authors: Jacqueline Twigg, Alan Wolfe

Company: Ogilvy

June 15, 1968