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Research papers

Investigation as to the extent to which operational research can be used to assist in the choice of different distribution channels with a view to improve profitability

During the course of this report, we would like to show how operational research makes it possible to deal with Marketing problems which up to now were impossible to solve mathematically by the usual methods.

Catalogue: Seminar 1968: Operational Research In Marketing
Author: P. H. Perrot-Desnoixs
November 1, 1968
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Citation

Perrot-Desnoixs, P. H. (1968a, November 01). Investigation as to the extent to which operational research can be used to assist in the choice of different distribution channels with a view to improve profitability. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/investigation-as-to-the-extent-to-which-operational-research-can-be-used-to-assist-in-the-choice-of-different-distribution-channels-with-a-view-to-improve-profitability


Research papers

General Comment (Group no. 3)

Before reporting upon the discussions of the different contributions, I would like to make some general remarks which result from our discussion group Nr. 3 and which do not refer to the one or the other specific report.

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Friedrich Wendt
November 1, 1968
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Citation

Wendt, F. (1968a, November 01). General Comment (Group no. 3). ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/general-comment


Research papers

Operations research and marketing

In this presentation, we have tried to see the usual applications of operations research in the marketing field. This field is in quick evolution. Among the most promising uses, we can cite: - the decision theory applied to operations with technical...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Nicolas Steinberg
November 1, 1968
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Citation

Steinberg, N. (1968a, November 01). Operations research and marketing. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/operations-research-and-marketing


Research papers

Conclusions

The degree to which operational research will be accepted as a management tool depends very largely upon whether or not operational researchers can sell their discipline and skill to management. So far all signs are that OR men have as yet failed to...

Catalogue: Seminar 1968: Operational Research In Marketing
Author: Henk L. Bos
November 1, 1968
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Citation

Bos, H. L. (1968a, November 01). Conclusions. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/conclusions


Research papers

General Comment (Group no.1)

I think this has been a most interesting Seminar because it has brought together people who are approaching this area of Operational Research in Marketing from a number of different directions, or with a number of different objectives.

Catalogue: Seminar 1968: Operational Research In Marketing
Author: John Davis
November 1, 1968
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Citation

Davis, J. (1968a, November 01). General Comment (Group no.1). ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/general-comment-607


Research papers

The problems of operative market survey systems

Operative market surveying is an important branch of market research; it has for quite some time been so neglected that several of the methods currently applied are not sufficiently developed and, indeed, hardly proven. For this reason the standard...

Catalogue: The European Marketing Research Review 1968
Author: Ruth Weichsel
August 1, 1968
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Citation

Weichsel, R. (1968a, August 01). The problems of operative market survey systems. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/the-problems-of-operative-market-survey-systems


Research papers

Operational research, market research and advertising

The distinction between operational research (OR) and market research is a clear one. The task of operational research is to predict and compare the outcomes of alternative management plans and decisions; the distinctive approach is to develop models...

Catalogue: The European Marketing Research Review 1967
Author: Bernard Warner
August 1, 1967
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Citation

Warner, B. (1967a, August 01). Operational research, market research and advertising. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/operational-research-market-research-and-advertising-464


Research papers

Predicting media schedule effectiveness by the "media planex" method

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method


Research papers

Predicting media schedule effectiveness by the "media planex" method (French)

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method (French). ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-french-