Resources Library by ANA

Realities in research and advertising

One of the realities of advertising research is continuous, usually syndicated, research on recognition and recall, and - roughly these last five years - of intent-to-buy. That seems to go on whatever the latest fashion in schools of thought (or...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Jan Stapel

Company: NIPO

June 15, 1971

The use of attitude data in the short-term forecasting of durable expenditure

This paper outlines some current research being conducted at the London Business School, sponsored by the Leverhulme Trust in conjunction with the Gallup Poll, into how market survey data can be used to measure the state of consumer expectations and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Gordon Heald

September 1, 1970

Comment on dr. H Steiner's paper

The method used to obtain optimal or quasi-optimal hierarchy of the activities correlated with the propensity to purchase was not mentioned. Some people insisted on the existence of quite different methods, either deterministic or probabilistic, to...

Catalogue: Seminar 1968: Operational Research In Marketing

Author: Jean Quatresooz

November 1, 1968

Multi-dimensional analysis of propensity to purchase

Propensity to purchase is defined as the probability of the occurrence of an event. An attempt is made to show that this probability is determinable and to a great extent without any need to rely on verbal statements, with their shortcomings of...

Catalogue: Seminar 1968: Operational Research In Marketing

Author: Herbert Steiner

November 1, 1968

Intentions-to-buy and claimed brand-usage

This paper concerns the relationship between consumers' expressed Intentions-to-buy different brands in a product-field and their claimed brand- Usage. The results also indicate the extent to which expressed Intentions-to-buy appear to reflect...

Catalogue: ESOMAR/WAPOR Conference 1965

Authors: Andrew S. C. Ehrenberg, Michael Bird

June 15, 1965

The Delta Copy Test I

The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Ulrich Jetter

June 15, 1965

Formulation of an index of propensity to buy

We have then compared the efficiency of four different methods of measuring propensity to buy and the conclusion from this comparison would appear to be that the gift scale method which we have developed has the greatest likelihood of yielding...

Catalogue: ESOMAR/WAPOR Conference 1963

Author: James Rothman

June 15, 1963

Economic forecasts with special reference to field studies

I shall not specifically deal with economic forecasts of a general nature, but that I shall put the accent on market forecasts. It may well be reasoned that every market forecast presupposes a forecast of the business situation and of any expected...

Catalogue: ESOMAR Congress 1956: Advertising Research

Author: Jan van Rees

June 15, 1956