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Research papers

Quality of television publicity impacts

This paper is devided in five chapters. The first one us dedicated to the enourmous contribution of Rating TV adversiting audience, mainly through its quantifing relation. Nevertheless, we should point out that this methodology provides straithgt...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Ricardo Romero de Tejada
June 15, 1995

Research papers

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: Nesta Morris, Pat van der Reis
September 1, 1980

Research papers

Characteristics of a successful retailer

This lecture is about successful retailers, we can also speak of lesser successful retailers. GfK has chosen to research diverse structures in the electrical retail trade to make a difference between successful and less successful valid. The best...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Bert Groot-Enzerink
Company: GfK
June 15, 1989

Research papers

How should a product score in a blind test to stand a chance in the market?

On the basis of practical research experience gained over many years the author has formulated guidelines for the interpretation of product test results. These guidelines are minimum ratings a product should score in a product test if it is to have a...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jörg Rehorn
September 1, 1976

Research papers

Building a radio audience

This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Colin Day, Chris Friend, John Clemens
August 28, 1977

Research papers

Perceptual maps as aids for new product development

In the present paper the authors want to present the use of perceptual maps in creating new product proposals on a concrete case of soft drinks. The soft drink market is highly competitive and therefore product failure rates are too high. Many...

Catalogue: Seminar 1979: New Product Development
Authors: Edvard Konrad, Miro Kline
October 1, 1979

Research papers

The future at your fingertips

Television research is increasingly dominated by a need to predict ratings accurately. Prognoses of future ratings are of crucial importance for media planners producing or scheduling programmes, and selling or buying commercial time. Forecasts are...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Lex van Meurs
Company: GfK
May 1, 1994


Research World (July/August 2009)

The debate on global vs. local marketing (and research) is one of these debates which have been going forever. The basic question is “can you apply the same advertising/packaging/ positioning (fill in the blank) on a global basis or are there...

Catalogue: Research World 2009
Author: ESOMAR B.V.
August 1, 2009

Research papers

Should Melrose place be relocated?

This research examines television programme rescheduling to maximise total ratings for one network across a week. Respondents read these re scheduled programme schedules and choose the network to watch during prime time. Only a small but informative...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Author: Peter J. Danaher
June 15, 1998