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Research papers

Excellent marketing

This paper reports a research effort to increase our knowledge of how excellent marketing can be assessed and identification of factors leading to success in the market place. The concept of excellence and of excellent in marketing in particular is...

Catalogue: ESOMAR Congress 1989
Authors: Kjell Gronhaug, Karl-Erik Warneryd, Flemming Hansen
September 1, 1989

Research papers

A comparative analysis of alternative segmentation methodologies

Using behavioral data, two alternative segmentation methodologies, regression and cluster analysis, were compared on the basis of rigor, reliability, parsimony, interpretability and strategic implications for retailers. Regression analysis is the...

Catalogue: ESOMAR Congress 1989
Authors: Douglas J. Tigert, Stephen J. Arnold
September 1, 1989

Research papers

Users' working party report on 1989 activities

It is the intention of ESOMAR to increase its value to Research Users. To this end, ESOMAR has created a "Users' Working Party". Since this group and its efforts are in their infancy, it seems advantageous to shortly review the "Background" birth...

Catalogue: ESOMAR Congress 1989
Author: Kenneth J. Alman
September 1, 1989

Research papers

What I expect from my research department

What I would want from my Research Department is by definition dictated by what my company expects from market/consumer research. The key words in this respect are:- relevant- reliable- valid- cost effective research on the right time.

Catalogue: ESOMAR Congress 1989
Author: J. Ben F. Morel
Company: Unilever
September 1, 1989

Research papers

NSS target monitor

This paper introduces a new approach to the diagnosis of (psycho- logical) brand positions on the market and to the assessment of the effects of marketing communications upon those. The method operationalizes the American concept of Consumer...

Catalogue: ESOMAR Congress 1989
Author: Peter H. van Westendorp
September 1, 1989

Research papers

Applying market research techniques to international policy analysis: The development of a small-scale, multi-country opinion leader panel

To meet the need of American companies for better (more focused, relevant and timely) information about European policy trends. Starch INRA Hooper has developed its Opinion Leader Forum. The Forum is a unique multi-country survey that polls a panel...

Catalogue: ESOMAR Congress 1989
Authors: Gunilla C. Broadbent, David A. Jodice
Company: D3 Systems, Inc.
September 1, 1989

Research papers

The press conference is not enough

The paper draws attention to the poor perceptions of public relations by both practitioners themselves and their clients, examines the reasons for this and postulates that the adoption of professionally conducted research and planning will go some...

Catalogue: ESOMAR Congress 1989
Author: Gillian S. Greenway
September 1, 1989

Research papers

Creativity in quantitative research (German)

Both market researchers and their clients subscribe to the notion that there are "two cultures": On the one hand, there is qualitative research with depth interviews, unstructured interviews with a small number of respondents. This is the creative...

Catalogue: ESOMAR Congress 1989
Author: Elisabeth Noelle-Neumann
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1989

Research papers

Global communication

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989