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Research papers

Implementing a "stick-in" diary in the United Kingdom

A pre-printed, or closed, diary format had been used by RAJAR since 1992. However, due to the growing number of stations in the United Kingdom, new additions to the pre-printed list meant reaching the physical format limits. Following the results of...

Catalogue: 2nd Radio Research Symposium
Authors: Erhard Meier, John Stockley
June 15, 1997

Research papers

Theory and application of multivariate methods (dependence)

In our data matrix we have one variable of particular interest and we wish to see how it is affected by movements in a single explanatory variable. For example, the variable we might be interested in is Sales in £mn and we may wish to know how it...

Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Paul Harris
February 14, 1995

Research papers

Combined incidence of personal values, involvement and innovativeness on innovative consumer behaviour (French)

The objectives of this paper are two-fold : first of all, it seeks to test a model of consumer behaviour and secondly to present a new approach to segmentation studies by using the results of the test as a guide . To this end, a survey of 352 cases...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Gilles Roehrich, Pierre Valette-Florence, Bernard Rapacchi
June 15, 1989

Research papers

Combined incidence of personal values, involvement and innovativeness on innovative consumer behaviour

The objectives of this paper are two-fold: first of all, it seeks to test a model of consumer behaviour and secondly to present a new approach to segmentation studies by using the results of the test as a guide. To this end, a survey of 352 cases of...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Gilles Roehrich, Pierre Valette-Florence, Bernard Rapacchi
June 15, 1989

Research papers

How to predict the sensitivity of demand to price

The purpose of this paper is to describe how a user can predict sensitivity of demand to price for consumer products. The trademarked name for the technique is $9.99 Price Testing. However, the technique itself is simply an application of classic...

Catalogue: ESOMAR Congress 1988
Author: Joel N. Axelrod
September 1, 1988

Research papers

Meeting the multi-national companies' demands for global advertising research tools

The outcome of the association between McCollum/Spielman and GfK has been a great delight. In addition to-giving us the opportunity to visit Jutland in the dead of winter nd Duseeldorf in the midst of a major snow storm, it has proved a stimulating...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Harold M. Spielman, Hans Heyder
Company: GfK
June 15, 1988

Research papers

Testing data fusion

Data fusion is a process for combining two or more surveys to form a database that can be analysed as if it came from a single survey e.g. to enable a cross-analysis of daily newspaper readership against peak-time television viewership from two...

Catalogue: Seminar 1988: Media And Media Research
Author: James Rothman
June 15, 1988

Research papers

Electronic-test marketing

The new comprehensive research systems like TELERIM, working on a single source basis with the possibility to follow the product purchase as a response of market function and consumer habits, provides a link of these elements and data types. In the...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Author: Birgit Brummer
Company: Nielsen
June 15, 1987

Research papers

GFK behavior scan

The dilemma of ceteris-paribus-tests and decisions is demonstrated. The classical solution, the regional test market, offers only unsatisfactory results. The requirements of a timely instrument, which can test the total marketing-mix, are more...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Wolfgang Twardawa, Peter Missner
Company: GfK
June 15, 1987