Resources Library by ANA

A comparative analysis of alternative segmentation methodologies

Using behavioral data, two alternative segmentation methodologies, regression and cluster analysis, were compared on the basis of rigor, reliability, parsimony, interpretability and strategic implications for retailers. Regression analysis is the...

Catalogue: ESOMAR Congress 1989

Authors: Douglas J. Tigert, Stephen J. Arnold

September 1, 1989

What I expect from my research department

What I would want from my Research Department is by definition dictated by what my company expects from market/consumer research. The key words in this respect are:- relevant- reliable- valid- cost effective research on the right time.

Catalogue: ESOMAR Congress 1989

Author: J. Ben F. Morel

Company: Unilever

September 1, 1989

A decision support system for marketing strategies based on survey data

This paper covers the problem of: envisaged changes to the current market situation. The analytical method used to establish a micro simulation model is an advanced approach to Conjoint Measurement Analysis of survey data. The final aim of this...

Catalogue: ESOMAR Congress 1989

Author: Klaus Stadtler

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

September 1, 1989

Creativity in quantitative research

Both market researchers and their clients subscribe to the notion that there are "two cultures": On the one hand, there is qualitative research with depth interviews, unstructured interviews with a small number of respondents. This is the creative...

Catalogue: ESOMAR Congress 1989

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

September 1, 1989

Our experiences of forecasting non-fast moving consumer goods products & services

Forecasting new Fast-Moving Consumer Goods (FMCG) sales potential prior to test market has been available, and quite successful for twenty -20 years. During the past eight years, much effort has been devoted to duplicating the forecasting success...

Catalogue: ESOMAR Congress 1989

Authors: Gilles Hustaix, Lynn Y.S. Lin

Company: Burke, Inc.

September 1, 1989

The third generation of qualitative research

Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...

Catalogue: ESOMAR Congress 1989

Author: Georges Guelfand

September 1, 1989

Applying market research techniques to international policy analysis: The development of a small-scale, multi-country opinion leader panel

To meet the need of American companies for better (more focused, relevant and timely) information about European policy trends. Starch INRA Hooper has developed its Opinion Leader Forum. The Forum is a unique multi-country survey that polls a panel...

Catalogue: ESOMAR Congress 1989

Authors: Gunilla C. Broadbent, David A. Jodice

Company: D3 Systems, Inc.

September 1, 1989

Semiometrics (French)

Semiometrics is a speciality which is designed to bridge the gap between the qualitative and quantitative approaches of market analysis. It provides a means of explaining behavioural and attitudinal differences by reference to differential...

Catalogue: ESOMAR Congress 1989

Author: Emeric Deutsch

Company: KANTAR TNS Malaysia

September 1, 1989

Milking old data for all it's worth, or sensitivity panels as a way of reaching manageable conclusions

By 1986 liquid milk sales in the United Kingdom were declining at the rate of about 1% p.a. Within this slowly shrinking market, several structural changes were taking place including the growth in popularity of lower fat milks and an increasing...

Catalogue: ESOMAR Congress 1989

Author: Norman Mould

September 1, 1989