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Research papers

Customer databank systems: Principles for making today's retail service offer a matter of organisation

Three principles, drawn from several hundred experiments on positioning service businesses, help to summarise why a customer databank system assists the retailer in the continuity of organisation-wide strategic planning. Principle 1 : In marketing a...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: Oscar Schneersohn, Chris Macrae
April 24, 1989

Research papers

The use of pre-existing data banks for analysing local/micromarkets and optimizing branches' network

The paper describes the development, the structure and the possible contributions of a Data Bank identifying and and characterising in a lot of details numerous Local/Micromarkets. More than 200 autonomous polarisation markets have been defined...

Catalogue: Seminar 1988: Research For Financial Services
Author: Jean Quatresooz
June 15, 1988

Research papers

The emergence of the pan European audience: The relevance of the PETAR data base for planning and evaluating multinational campaigns

The publication of the first PETAR survey now enables advertising agencies to analyse the comprehensive media impact of multinational TV campaigns for the first time. In this paper I would like to examine how one particular advertiser is using the...

Catalogue: Seminar 1988: Media And Media Research
Author: Bruce Roberts
June 15, 1988

Research papers

Theoretical and practical difficulties encountered in setting up a European data bank in the field of telecommunications

The European Commission asked the European Consultancy Organisation (ETCO) in 1986 to evaluate future demand for broadband telecommunications in order to be able to provide the requisite types of carrier services and infrastructures. The two...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Chantal Le Bras, Jerome Hervio
June 15, 1988

Research papers

Testing data fusion

Data fusion is a process for combining two or more surveys to form a database that can be analysed as if it came from a single survey e.g. to enable a cross-analysis of daily newspaper readership against peak-time television viewership from two...

Catalogue: Seminar 1988: Media And Media Research
Author: James Rothman
June 15, 1988

Research papers

Uses and gratifications in multi media planning: A pragmatic approach to the integration of multiple data sources

The last few years, especially the last few months, a wide variety of new media research-data were made available for the media departments of advertising agencies in the Netherlands. Not only because of the differences, caused by different media...

Catalogue: Seminar 1988: Media And Media Research
Author: Adri Ulfman
June 15, 1988

Research papers

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Jacques Blanchard, Chris Macrae
June 15, 1988

Research papers

Understanding consumer values

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Chris Macrae, Carlos Harding
June 15, 1988

Research papers

A new approach to international fragrance research

This paper describes how Sandpiper has built a consumer based fragrance database across 5 countries (UK, USA, France, Germany, Japan) in order to facilitate a more actionable, creative and cost effective approach to screen fragrance submissions...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Jane Bigham
June 15, 1988