Resources Library by ANA

Marketing transformation in the galactic age

Summarising his recently launched book: "MARKETING is FINANCE is BUSINESS" in 4 key stages, you will discover the rocket science behind the creation of meaningful marketing miracle in the galactic age upon us. Chris will show why marketing based on...

Catalogue: Congress 2019: The Global Data & Insights Summit

Author: Chris R. Burggraeve

September 8, 2019

Drop-down, radio buttons, or fill-in-the-blank?

When it comes to Web surveys, the type of attribute rating scale used does matter. Based upon data collected during the Burke Strategic Consulting Group's recent Workforce Perspectives® study, this paper shows how responses to drop-down box, radio...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Allen Hogg, Jaci Jarrett-Masztal

Company: Burke, Inc.

September 23, 2001

A comparison of conjoint and logit modelling of a single consumer's evaluation of a choice set

This paper compares conjoint and logit modeling approaches/ when input data is a complete rank ordering of the concepts in a full factorial design, and when input data is a rating scale (i.e. an ordered categorisation) of the concepts in a full...

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Author: Hans S. Solgaard

October 26, 1987

Problems in the use of rating scales in cross-cultural research

This paper addresses the problems associated with using rating scale techniques in cross-cultural research. The objective of the study was to assess which of four types of rating scale (verbal, numerical, visual and graphic line) was the most...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Pat van der Reis

June 15, 1984

The transferability of rating scale techniques to an African population

The purpose of the study was to select the most appropriate scale for the measurement of Africans' satisfaction with their transport services. Four types of scale (verbal, numerical, visual and graphic) were selected. Two types of each of these...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: N. Morris, Pat van der Reis

September 1, 1980

The semantic differential

Combining a battery of semantic differentials you will obtain an instrument called "Polaritatsprofil" in Germany. This has been used for years as a standard instrument for solving image problems in market-research as well as in university-research....

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Erich M. Ruczinski

June 15, 1971

The semantic differential (German)

Combining a battery of semantic differentials you will obtain an instrument called "Polaritatsprofil" in Germany. This has been used for years as a standard instrument for solving image problems in market research as well as in university research....

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Erich M. Ruczinski

June 15, 1971

Measuring and measurables in purchasing decisions

An attempt has been made in this article - after introductory critical considerations about the lack of reliable and valid investigations into the techniques now in use in market research - to discuss two scales which have been made use of for...

Catalogue: The European Marketing Research Review 1966

Authors: L. K. Neffe, Maria Rita Girardi, Herbert Steiner

August 1, 1966