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Research papers
The dynamics of change in client/agency relationship
The objectives of this paper are to define the changes which have occurred in the client/agency relationship and the dynamics of these changes. After tracing the path of Industrial Research to Business-to-Business Research, the paper describes: the...
Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Jean Bigant, Christine J. Freeman
Company: GfK
June 15, 1994
Research papers
The future at your fingertips
Television research is increasingly dominated by a need to predict ratings accurately. Prognoses of future ratings are of crucial importance for media planners producing or scheduling programmes, and selling or buying commercial time. Forecasts are...
Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Lex van Meurs
Company: GfK
May 1, 1994
Research papers
Advertising quality and market share
The increase of the quality of advertising offers an important possiblity to improve the success of a brand without costs being automatically increased. Pretest measures for commercials as e.g. the AD*VANTAGE test system are thus intensively used by...
Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Claudia Schmies, Raimund Wildner
Company: GfK
June 15, 1993
Research papers
Social change and perceptions of consumers
The present paper deals with the experiences and perceptions of consumers in Hungary, the former CSFR 1 ) and Poland since the revolutionary changes in 1989 up to 1992. The data shown are based on large representative studies conducted in these...
Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Author: Gunda Plasser
Company: GfK
June 15, 1993
Research papers
The European market for electrotechnical goods
After opening of the borders of the Western European Community in 1993 still many differences remain. Where many companies look at Europe as a whole, business -especially retail business- stays a local operation. How can the several retail and...
Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Authors: Leon Beusenberg, Hans Bouman
Company: GfK
June 15, 1993
Research papers
Economic expectations and political confidence
Based on empirical trend data about general economic and political attitudes in Hungary, Poland and the former CSFR the paper deals with the problems of establishing stable market democracies in the new East-Central European democracies. The data...
Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Authors: Fritz Plasser, Peter A. Ulram
Company: GfK
June 15, 1993
Research papers
Gambling
The consumer satisfaction study aimed at providing the customer, Casinos Austria, with practical hints concerning necessary, or desirable, improvements. Unlike concrete products or precise services, the "casino experience" is affected by a variety of...
Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?
Authors: Mario Pregesbauer, Rudolf Bretschneider
Company: GfK
June 15, 1993
Research papers
Market to market influence
The paper introduces the concept of "market to market influence" as a new aspect of international marketing which requires further study. It is based on the Turkish experience. In the first two parts of the article the social movements which play a...
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Nezih H. Neyzi
Company: GfK
September 1, 1992
Research papers
