Resources Library by ANA

The allocation of shelf space over article groups

In this paper we consider, optimal allocation of shelf space over article groups by a mass retailer. To this end the general structure of a number of mathematical marketing models is developed. These "risk-evaluation" models allocate shelf space over...

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

Author: Peter S.H. Leeflang

August 1, 1975

The experiment near-gratis-fare (German)

To what extent can drivers of private cars be won over to local public transport by cheap fares during the rush hour! Answering this question was the main task of the experiment NEAR-GRATIS-FARE. During the course of nine months, approximately 10.000...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Dieter Franke

August 1, 1975

A method for improving the results of primary investigation by including the reasons for non-response in sample design and weighting (German)

For years now, one has been able to note ever decreasing rates of exhaustiveness in random surveys. The decrease in exhaustiveness is mainly a phenomenon of the respondents, caused by continually increasing inclination towards non-response. Up to...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Christian von der Heyde

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

August 1, 1975

Researchers training in the general perspective of marketing consultants (French)

The following paper draws some methodological conclusions from four years of experience as a professor of the French market researchers. The author gives the reasons for a radical reassessment of the methods so far practised, and puts forward a...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Guy Serraf

Company: ADETEM

August 1, 1975

Managing circulation sales in the United States

Many factors have influenced magazine publishing and circulation strategies, particularly the emergence of commercial television. These have lead to the development of special interest publications and an emphasis on selective circulation marketing....

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Kurt J. Burghardt, Roger M. Loeb

Company: Nielsen

August 1, 1975

Range versus rationalization in frozen foods

There is not so much a conflict between "range" and "rationalization" as a need for balance between the two: a need to determine the "rational range". The starting point towards this goal is to allocate store space to grocery commodities in relation...

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

Author: J. F.W. Yaxley

August 1, 1975

Language, the press and political attitudes

Canada’s communications experience is of interest to other heterogeneous societies, especially where there are vertical cleavages such as language and region. The influence of language in the communications flow is highly visible, it means that...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Arthur Siegel

August 1, 1975

How to reward interviews (French)

The carrying out of this research has a double origin: 1. A general purpose with a deontological characteristic Market surveys are based on information given by the interviewed people who accept to provide it. It appears as rather unfair that these...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: François Frisch, Patrick Le Maire

August 1, 1975

Models of mass communication for a media-rich developing society

Two dramatically different images of mass communication have emerged from research in post-industrial societies and in the developing nations of the "Third World". In predominantly agricultural countries, where mass media resources tend to be limited...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Steven H. Chaffee, Fausto Izcaray

August 1, 1975