Resources Library by ANA

Cognitive styles (French)

This paper introduces and reviews the concept of consumer cognitive styles as a new basis for segmenting markets. Using empirical data from members of the National Family Opinion Mail Panel, the authors show that consumers varying in cognitive...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: Christian Pinson, Naresh K. Malhotra, Arun K. Jain

September 1, 1980

Multi-dimensional preference analysis

Over the last ten years major progress has been made in the area of multidimensional preference models and related measurement and analysis procedures. This has resulted in a rich collection of models and methods that can give very valuable insights...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Berend Wierenga

September 1, 1980

Are early triers innovators?

In this paper, we first argue that the word "innovator" may be inappropriate to describe early triers of new grocery products, because such products are often not real innovations. Besides, an innovator is classically defined as the adopter of a new...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: Jean-Nöel Kapferer, Gilles Laurent

September 1, 1980

The refinement of multi-media analyses about useful criteria for media planning

The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

September 1, 1980

The refinement of multi-media analyses about useful criteria for media planning (German)

The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

September 1, 1980

Children and marketing

One result of the conference was the formulation of a research program containing some specified goals. We shall return to this, but first of all we would like to introduce a number of considerations voiced at the conference. Now, the participants...

Catalogue: New Monograph Series Vol.9: Researching Youth

Authors: Paul Kruger Andersen, Kurt Pedersen

August 1, 1980

Diminishing political participation

Statistics show that political participation in Switzerland, as in many other Western countries, is constantly decreasing. A first analysis has shown, that certain segments of the population are much less participating in polls than others,...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making

Author: Werner Wyss

Company: SCOPE Qualitative Research AG

June 18, 1980

Marketing to women in traditionally male markets

The paper discusses the influence of more non-married women, more working women, more supermarket shopping and a generally increased need to share activities with their husbands, as reasons why women are encroaching into traditionally male markets.

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making

Author: Maggie Stanway

June 18, 1980

Media mappings as instruments in media-planning

The mapping of research data is a special type of multivariate analysis. Like segmentation or cluster-analysis it is a process of data reduction, conceived in order to reveal main structures behind a multitude of data. What distinguishes mapping from...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Gerhard Zacharias

June 15, 1980