Resources Library by ANA

The use of a panel by a large distribution company

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Marc Galliot

September 1, 1974

New product research

This paper concerns itself with two major areas of New Product Research. Firstly some of the causes of high new product failure rate are discussed. These are attributed partly to political pressures within marketing teams and partly to the inadequacy...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Edward R. Tomlin

September 1, 1974

Improving cluster techniques

A lot has been said and published on the topic of segmentation, typology or cluster analysis. One possible reason for this activity is that the approach is very plausible and even simple at the first glance. On the one hand the concept of "type" is...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: D. E. Freitag

Company: GfK

September 1, 1974

A strategic approach to marketing targets (French)

One of the most essential aims of a market survey is to provide precise information on the segments which should be taken by an existing brand as marketing targets. A bibliographical survey of the work done on that problem in the past twelve years...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Michel Hugues

September 1, 1974

A strategic approach to marketing targets

One of the most essential aims of a market survey is to provide precise information on the segments which should be taken by an existing brand as marketing targets. A bibliographical survey of the work done on that problem in the past twelve years...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Michel Hugues

September 1, 1974

The challenge of uniqueness versus unity

In this context, the object of the present discussion will be two-fold : - examine practical problems linked with the use of the market segmentation approach, - examine the practical feasibility of this approach in international research. This...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Alain Zwilling

September 1, 1974

The use of a panel by a large distribution company (French)

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Marc Galliot

September 1, 1974

It's all very well in theory...

This paper examines some of the practical problems facing the survey researcher in the motoring field. It uses the example of three specific projects to illustrate ways in which such problems have been tackled by an adaptive, innovatory or flexible...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Gerry E. Levens

September 1, 1974

A radical approach to life style research in the definition of new publications and mass communication

This paper shows how a radically new approach to life style research can lead us to more effective and persuasive mass communications, and how to detect what kind of new publications will be viable and of high vitality.

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry

Authors: Michaël Burke, Bernard Cathelat

June 15, 1974