Resources Library by ANA

Consumer goods market research and marketing policy

The management of an undertaking conducted on marketing lines must at all times be in a position to survey the whole multiplicity and complexity of the events occurring in the market. It is the task of market research to obtain information on the...

Catalogue: The European Marketing Research Review 1972

Author: Ulrich Bender

June 15, 1972

The application of panel analysis to marketing activity

The advantages of consumer panel data therefore extend way beyond its ability to provide comprehensive brand share data where other methods suffer from Inadequate coverage, to tell us something about the numbers of people buying as well as the...

Catalogue: Seminar 1972: Panels

Author: Brian C. Pymont

June 15, 1972

Behavior patterns in savings

Current interest in the attitudes and behavior of those who save money -"savers' occured when savings ceased to be seen merely as a left-over resulting from the difference between income and expenses. Standard analytical methods and socio-demographic...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Paul Danloy

Company: IFOP

June 15, 1972

Backwards segmentation using hierarchical clustering and Q-factor analysis

Two basic questions facing the researcher when dealing with backwards segmentation relate to the choice of the data handling technique and the choice of variables to work with. The findings reported here suggest that the latter question is far more...

Catalogue: Seminar 1972: Segmentation And Typology

Author: Flemming Hansen

June 15, 1972

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

Qualitative research on wool jersey menswear

This report sets out the results of a small-scale qualitative study of men's attitudes to Wool Jersey menswear, and their responses to a copy platformfor the concept. About this collection: Peter Cooper (1936-2010) was co-founder of Cooper...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1971

Measuring efficiency of commercial actions with the help of a ISM (Information System for Marketing)

The implementing of an ISM in a firm is a long and complex operation as it is not only a question of the construction of technical tools, but equally and especially the insertion in the firm of a work method placing data processing at the service of...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Jean-Mathieu Paoli, Robert Jeanteur

August 1, 1971

Qualitative research amongst pipe smokers in the New York area

The research was undertaken in order to explore American pipe smokers' attitudes towards imported tobacco brands, and how imported brands fitted into pipe-smoking habits. The results of this research are intended to provide abackground for devising...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

August 1, 1971

Forecasting indexes

In 1970, we, at IFOP/ETMAR, worked on perfecting the computation of indexes from opinion surveys. By experience, we knew how important psychological phenomena reveal to explain the evolution of economic realities such as the successful launching of a...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: B. Roche

Company: IFOP

August 1, 1971