Resources Library by ANA

NSS: Pricesensitivity-meter (PSM)

In this paper we present a new technique for the measurement of price-perception in surveys. The technique is partly based on earlier research in this field but incorporates important new features. The approach is essentially psychometric. The...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Peter H. van Westendorp

September 1, 1976

Contribution of typological studies to the elaboration of an advertising strategy

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Frédérique Madrières, Daniel Caumont

Company: Nestlé

June 15, 1976

Political preference as a marketing problem

In this paper we will outline an approach that is substantially different from this traditional method, one that starts at a strictly individual level and tries to find from this position more generalisable conclusions. To be more specific, we will...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Alfred E. Bronner, Robert De Hoog

Company: Veldkamp Marktonderzoek

June 15, 1976

Contribution of typological studies to the elaboration of an advertising strategy (French)

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Frédérique Madrières, Daniel Caumont

Company: Nestlé

June 15, 1976

Toward marketing development or alternative strategies in managerial marketing education

The function of marketing education for managers is to bridge the gap which exists between theoretical concepts and practical application/implementation. In this connection, the didactic structure of the educational process is of much importance and...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: A. P. van Gent

June 1, 1976

Using an international group

This paper discusses the various approaches that can be used when conducting international research with particular reference to the benefits of working with a Multinational Research Company or Group. The approaches that a company can adopt when...

Catalogue: Seminar 1976: International Market Research

Author: Ian Jarvis

Company: Burke, Inc.

April 1, 1976

Perception of magazines

Most of the previous studies of media are based on reading habits of the audience. The similarity between two magazines is then defined in terms of the audience duplication. A major limitation of this approach is that it confuses the concepts of...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Authors: Yves Evrard, Jacques Obadia

March 1, 1976

A case study illustrating the John Gordon approach

The food trade in the Netherlands tries to make food distribution more efficient by introducing shelf space allocation systems and re-stocking systems. Systems were developed, some focus primarily at shelf allocation, others at re-stocking. Wrong...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers

Author: Albert F. Veldkamp

Company: Heineken

August 1, 1975

Quality control using exclusive interviewers

The paper starts from the standpoint that most of the recent literature on fieldwork organisation and quality control is concerned with the conventional field force consisting of a comparatively large number of freelance interviewers dispersed...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Ian Jarvis

Company: Burke, Inc.

August 1, 1975