Resources Library by ANA

Innovation by data analysis (French)

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

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

Author: Jean Paul Aimetti

June 15, 1976

Possibilities for use of a new multivariant analysis method

In this report a new multivariant model is presented. In the first section a use-oriented systematic is developed. Within this systematic the multivariant technique, at present in vogue in practical research, is arranged. The new technique: Partial...

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

Author: Erich Weihs

June 15, 1976

Yea-saying

This paper takes a careful look at the phenomenon of 'yea- saying' , defined as "the tendency of respondents to express agreement with a statement irrespective of the attitude expressed by that statement". Most experienced researchers would probably...

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

Authors: Roger J. Stubbs, Peter Hutton

June 15, 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

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

Survey on the consumer's attitude towards coupons in France

This study was conducted in France to obtain a better knowledge on the consumer's attitude towards couponing promotions. Similar studies were conducted by NIELSEN in other countries (United Kingdom and United States) and it is interesting to make...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Author: Jean Barrault

Company: Nielsen

June 15, 1976

The contribution of psychographic research to promotion

The purpose and the nature of this memo is a very practical one: it is to show how we tried to make better decisions on promotions by reinforcing the classic judgemental approach with an inter-subjective research oriented approach (based on consumer...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: E. Petit Damico, Wolfgang Noll

June 15, 1976

The perception of media contents by producers and audience

The present study shows a technique for studying the discrepancy between audience's and source's perception of communication. In the process of doing so findings are presented from a study of the perception of TV programs by the audience and by the...

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

Author: Flemming Hansen

Company: AIM Create

June 15, 1976

Price policy, commercial success and therapeutic advantage of pharmaceutical innovation

The paper reports on a study which examined all new single chemical entities introduced on to the British prescription medicine market between 1962 and 1970. The therapeutic novelty and value of each at the time of product launch was assessed by a...

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

Author: Ducan Reekie

June 15, 1976