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Research papers

Managing marketing productivity

In this article we present new characterizations of marketing productivity that address current trends in the economy and in information technology. Recent work in the field of management science, building on ideas from engineering, economics and...

Catalogue: ESOMAR Congress 1988
Authors: David B. Learner, Fred Y. Phillips, John J. Rousseau
September 1, 1988
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Citation

Learner, Phillips and Rousseau (1988a, September 01). Managing marketing productivity. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/managing-marketing-productivity


Research papers

Decision support system in marketing

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer...

Catalogue: ESOMAR Congress 1987
Author: Gavin T. Leslie
June 15, 1987
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Citation

Leslie, G. T. (1987a, June 15). Decision support system in marketing . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/decision-support-system-in-marketing-


Research papers

Information technology and marketing research

The purpose of the paper is, on a general level, to study the impact of information technology on marketing activities, which is to a great extent relized through marketing research. The examples that are presented focus on the more detailed and...

Catalogue: ESOMAR Congress 1987
Authors: Uolevi Lehtinen, Liisa Valikangas
June 15, 1987
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Citation

Lehtinen and Valikangas (1987a, June 15). Information technology and marketing research. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/information-technology-and-marketing-research


Research papers

Decision support systems learning to apply computers

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Author: Gavin T. Leslie
June 15, 1987
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Citation

Leslie, G. T. (1987a, June 15). Decision support systems learning to apply computers. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/decision-support-systems-learning-to-apply-computers


Research papers

Future information technology

This paper describes recent developments in the application of high technology to the collection and utilisation of information for marketing decision makers. Since this technology has been applied to single-source data designs for advertising...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Laurence N. Gold
Company: Nielsen
June 15, 1986
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Citation

Gold, L. N. (1986a, June 15). Future information technology. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/future-information-technology


Research papers

The use of direct access viewdata panels for media research

This paper describes how AGB Cable & Viewdata have applied a high tech data capture vehicle (Videotex) to media research. Panels are already established using Videotex terminals to allow respondents, on-line to a computer, to complete diaries or to...

Catalogue: Seminar 1986: New Developments In Media Research
Authors: John Clemens, Tony Taylor
June 15, 1986
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Citation

Clemens and Taylor (1986a, June 15). The use of direct access viewdata panels for media research. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/the-use-of-direct-access-viewdata-panels-for-media-research


Research papers

Evaluating the potential of interactive systems

The authors believe that there is considerable potential for residential viewdata, including interactive services, in the UK, and that the leading role of market research function in Club 403 allowed immense progress to be made. Communication of this...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Authors: Ronan Knox, Michel Olszewski
June 15, 1985
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Citation

Knox and Olszewski (1985a, June 15). Evaluating the potential of interactive systems. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/evaluating-the-potential-of-interactive-systems


Research papers

Corporate planning, computer services and market research

The shift from primary and manufacturing industries to the service sector continues in the industrialized nations of the West. Within the service industries, the emphasis is now on the production and distribution of organised information. The age of...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Authors: Andrew C. Gross, Peter M. Banting
June 15, 1985
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Citation

Gross and Banting (1985a, June 15). Corporate planning, computer services and market research. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/corporate-planning-computer-services-and-market-research


Research papers

Information technology bypasses boundaries

At this moment centralised international data collection via telephone is the most dominant form. Since it first started hesitantly in Europe about five years ago, enough experience has now been gathered to evaluate its benefits, its complications,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research
Author: Emile M. C. van Westerhoven
June 15, 1984
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Citation

van Westerhoven, E. M. (1984a, June 15). Information technology bypasses boundaries. ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/information-technology-bypasses-boundaries