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Research papers

A new approach to segmenting markets using rank-ordered preferences

In this paper we present a new heuristic that can be used to cluster ordinal data and highlight application potentials in the area of market segmentation. We prove the metric properties of the proposed heuristic which facilitates its usage as a...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: B. Shekar, M. J. Xavier
June 15, 1993
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Citation

Shekar and Xavier (1993a, June 15). A new approach to segmenting markets using rank-ordered preferences. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-approach-to-segmenting-markets-using-rank-ordered-preferences


Research papers

Neural analysis

This work demonstrates the learning ability and capacity of artificial intelligence neural networks, and how they are effective in providing information from large data sources. The combination of new techniques of data collection and the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Bruce Grey Tedesco
June 15, 1993
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Citation

Tedesco, B. G. (1993a, June 15). Neural analysis. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/neural-analysis


Research papers

Using conjoint analysis to explore industrial marketing opportunities

As the software improves, conjoint analysis is becoming an increasingly useful tool for analysing benefit segments among buyers. In particular, conjoint analysis is suited to industrial marketing research, because the small sample size arising from a...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Susan Auty
June 15, 1993
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Citation

Auty, S. (1993a, June 15). Using conjoint analysis to explore industrial marketing opportunities. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/using-conjoint-analysis-to-explore-industrial-marketing-opportunities


Research papers

Market segmentation research

Segmentation research in the marketing literature is reviewed, focusing on a discussion of proposed bases and methods. Classifications of segmentation bases and of segmentation methods are provided. Segmentation bases are reviewed in terms of their...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Michel Wedel
June 15, 1993
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Citation

Wedel, M. (1993a, June 15). Market segmentation research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-segmentation-research


Research papers

The Canadian media directors' television council commercial awareness model

This manuscript discusses the development of the Canadian Media Directors Council (CMDC) Television Commercial Awareness Model. The CMDC model allows advertisers to estimate the awareness levels that are generated from television advertising media...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Marshall Rice, Brad Davis
June 15, 1993
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Citation

Rice and Davis (1993a, June 15). The Canadian media directors' television council commercial awareness model. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-canadian-media-directors-television-council-commercial-awareness-model


Research papers

Metaloyalty as an instrument in managing direct marketing

By defining METALOYALTY a contribution to the clarification of a diversity of loyalty definitions and concepts has been outlined.This cuticle is divided into two parts: First we will focus on the process leading to the definition of metaloyalty and...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Gorm Kunøe
June 15, 1993
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Citation

Kunøe, G. (1993a, June 15). Metaloyalty as an instrument in managing direct marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/metaloyalty-as-an-instrument-in-managing-direct-marketing


Research papers

Optimum stimulation level and means-end hierarchies

The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Pierre Valette-Florence, Bernard Rapacchi
June 15, 1993
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Citation

Valette-Florence and Rapacchi (1993a, June 15). Optimum stimulation level and means-end hierarchies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/optimum-stimulation-level-and-means-end-hierarchies


Research papers

Information based decision making in pricing

This paper discusses two well-known experimental procedures which can be used as a basis for demand-oriented pricing, v.z. Gabor-Granger-procedures and Brand Price Trade Off-analyses. It demonstrates our experiences with these methods, while the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Peter S.H. Leeflang, Michel Wedel
June 15, 1993
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Citation

Leeflang and Wedel (1993a, June 15). Information based decision making in pricing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/information-based-decision-making-in-pricing


Research papers

Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach

The main objective of this paper is to present a set of non-parametric tests that allow the analyst to detect the presence of purchase-event feedback. The principle is to set aside the potential impact of heterogeneity by analysing data at the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Gilles Laurent, John D. C. Little, Isabelle Le Roy
June 15, 1993
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Citation

Laurent, Little and Le Roy (1993a, June 15). Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/diagnosing-feedback-vs-heterogeneity-in-consumer-loyalty-a-non-parametric-approach