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Research papers
Making market segmentation studies more useful
The paper is based on experience in design, interpretation and application of five market segmentation studies for consumer products using samples of 600 to 2000 respondents in West Germany and Argentina and research into variables particularly in...
Catalogue: Seminar 1982: Classifying Consumers
Author: Gerhard Kleining
June 15, 1982
Research papers
The future of television audience measurement in Europe
The objects of this paper are firstly to consider the key elements associated with the choice of research techniques (Section 2) and then to examine the recent changes taking place and their effects on consumer choice of broadcast material and...
Catalogue: Seminar 1982: Improving Media Research
Author: Stephan Buck
June 15, 1982
Research papers
Analysis of the effect on grocery sales of different promotional strategies
This paper describes the results of a study designed to measure the effects of different promotional activities in stores. Regression analysis, using dummy variables, was used to analyse data obtained from an experimental design incorporating twelve...
Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: John Rice
June 15, 1982
Research papers
The change from national to international research: A turbulent journey into a changing European business and economics environment
A case history of the development of a 12 nation survey from its national origins to international execution and completion. It is an illustration of the continuing problem facing international researchers of how to conduct research that is...
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Chris Jarret, Stafford Crossman
June 15, 1982
Research papers
Assessing immediate response campaigns in broadcast media
This paper describes an advertising campaign to attract new blood donors, and the programme of research which was conducted to assess it. The main medium used was radio, and the advertising called upon potential blood donors to contact the telephone...
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Robin Jones, Tony Twyman, Simon Godfrey
June 15, 1982
Research papers
Developing a marketing and advertising stance for an insurance company in the Nineteen Eighties
This paper describes the work which has been carried out by Norwich Union Insurance, a successful long- established insurance company, and its advertising agency, Harrison McCann, in evolving an advertising and communications strategy for the...
Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Kathy D. Meek
June 15, 1982
Research papers
The use of market research to segment and communicate effectively with the market for travel and entertainment cards in the countries of Western Europe
This paper outlines how the European Market Research Department of the American Express Card Division has used market research to help its individual marketing teams (based in the various European countries) develop segmented marketing and...
Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Paul Szwarc
Company: American Express Company
June 15, 1982
Research papers
The everyday-life-approach as a new research perspective in opinion and marketing research
The purpose of this paper is to provide information about the basic characteristics and potential applications of the SINUS Everyday Life Research Program which explores new ground both in terms of theory and methodology. Initially, the research...
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Ulrich Becker, Horst Nowak
June 15, 1982
Research papers
