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Research papers

Spot-check

This paper describes a system that helps to assess the impact of radio advertising, and to improve the creative quality of the executions. The "Spot-Check" project is an example of cost-effective research, respecting the constraints of the small...

Catalogue: Radio Research Symposium 1995
Author: Stefan Oglesby
Company: LINK Institut für Markt- und Sozialforschung
July 1, 1995
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Citation

Oglesby, S. (1995a, July 01). Spot-check. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/spot-check


Research papers

Using conjoint analysis to assess the relative values of 'host' and 'guest' brands in multi-brand products

The paradigmatic concept of a brand is a name standing for a "virtual individual". Within this traditional approach, a multi-brand product carrying more than one brand is an antinomy, standing against the idea that a loyal consumer can trust the...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Stefan Oglesby
Company: LINK Institut für Markt- und Sozialforschung
June 15, 1992
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Citation

Oglesby, S. (1992a, June 15). Using conjoint analysis to assess the relative values of 'host' and 'guest' brands in multi-brand products. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/using-conjoint-analysis-to-assess-the-relative-values-of-host-and-guest-brands-in-multi-brand-products