Resources Library by ANA

How research can help to get the price right

In the first place we shall discuss the place of price in the marketing mix for products in general and a newspaper in particular. We shall examine the complexities of the "joint supply" of editorial and advertising space. Next we examine the role of...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Authors: Alan Wolfe, Peter Bartram

Company: Harris Interactive (Europe)

June 15, 1972

Typology of the attitude to information and decision-making of industrial executives (German)

The systematic examination of industrial decision making processes has gained increasing importance the last few years. The following paper will show how the results of such analyses can best be made use of for practical marketing activities. Based...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. H. Eggert

June 15, 1972

Relevance of segmentation for market planning

Segmentation is one of the four alternative strategies of market planning and analysis. As such, segmentation is not simply a set of analytical-tools and techniques but rather a managerial philosophy or a viewpoint about the market place. The...

Catalogue: Seminar 1972: Segmentation And Typology

Author: Jagdish N. Sheth

June 15, 1972

Configuration analysis as an instrument for making decisions in marketing (German)

Configuration analysis is a procedure based on the Chi2-method. As far as we know, the German G. A. LIENERT orally reported on it two years ago for the first time. Since there are rather few presuppositions for its application, as experience has...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Erich M. Ruczinski

June 15, 1972

The behaviour of the participants in a household

It has been stated that up to now the basis for panel investigations has been the decision for the purchase of a product. It was attempted to explain these decisions either by the price situation, the competitive situation or the socio-demographic...

Catalogue: Seminar 1972: Panels

Author: D. Reidel

Company: GfK

June 15, 1972

Data control's answer to marketing requirements

We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Jean Francois Canguilhem

June 15, 1972

The optimisation of advertising success

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Dieter Müller-Veeh

June 15, 1972

Segmentation and cluster analysis

It has become commonplace to note the growing use of sophisticated techniques in processing market research: cluster analysis and segmentation analysis, as well as factor analysis, discriminant analysis, canonical analysis, multivariate analysis of...

Catalogue: Seminar 1972: Segmentation And Typology

Author: Joseph Lion

June 15, 1972

Application of discriminant analysis to the Italian readership survey data

The objective of this paper is to present an experiment conducted in Italy aiming at a more comprehensive use of the data of the Italian readership Survey (l.S.P.I,). The experiment had the scope to establish : - to what extent the audiences reached...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry

Author: Gilberto Valentini

June 15, 1972