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Research papers

The $800 billion gold mine

Although marketers have historically been willing to write off consumers (and their disposable incomes) when they reached their fiftieth birthdays, the TRUE potential of this population segment has finally been recognized. The Yankelovich MONITOR,...

Catalogue: Seminar 1991: The Over 50's In The 90's
Author: Albert J. Yesk
June 15, 1991
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Citation

Yesk, A. J. (1991a, June 15). The $800 billion gold mine. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/the-800-billion-gold-mine


Research papers

The effect of past purchase behaviour on consumers' coupon redemption probabilities

Coupons are one form of Sales Promotions which have experienced a dramatic growth in most countries during the past 10 years. Studies conducted by commercial market research companies such as AC Nielsen provide ample evidence of this trend. One...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Pascale G. Quester
June 15, 1991
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Citation

Quester, P. G. (1991a, June 15). The effect of past purchase behaviour on consumers' coupon redemption probabilities. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/the-effect-of-past-purchase-behaviour-on-consumers-coupon-redemption-probabilities


Research papers

Approaches to tracking the impact of national destination advertising

The approach adopted to assessing the effectiveness of national destination advertising, where the final sale is not made in an easily measured fashion, should ideally be multi- facetted. In the case of major changes in advertising campaigns made by...

Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Ciaran Tuite
June 15, 1991
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Citation

Tuite, C. (1991a, June 15). Approaches to tracking the impact of national destination advertising. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/approaches-to-tracking-the-impact-of-national-destination-advertising


Research papers

New product development and trade research

Historically it has always been assumed that the hardest part of new product development is to find an idea/product that appeals to the consumer. However, now that is only half the battle, and maybe even less than half, as markets have become much...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Author: Pamela Robertson
June 15, 1991
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Citation

Robertson, P. (1991a, June 15). New product development and trade research. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/new-product-development-and-trade-research


Research papers

Country image

This paper divides into two main sections: the first section deals with background details to the Country Image study including the reasons why it was conducted, how it was designed, and the specific relevance of the study to the travel and tourism...

Catalogue: Seminar 1991: Travel And Tourism Transition
Authors: Eamonn Williams, Tim Clarke
June 15, 1991
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Citation

Williams and Clarke (1991a, June 15). Country image. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/country-image


Research papers

The media multiplier and the growing significance of scanner data

The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Author: Alan Smith
June 15, 1991
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Citation

Smith, A. (1991a, June 15). The media multiplier and the growing significance of scanner data. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/the-media-multiplier-and-the-growing-significance-of-scanner-data


Research papers

A review of the challenges facing travel researchers

Research into travel and tourism probably only accounts for 5% of the research industry's total turnover in spite of the fact that leisure is the world's largest industry (in many European countries tourism is the major revenue earner). This reflects...

Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Peter B. Hodgson
June 15, 1991
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Citation

Hodgson, P. B. (1991a, June 15). A review of the challenges facing travel researchers. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/a-review-of-the-challenges-facing-travel-researchers


Magazines

Marketing and research today (June 1991)

Commercial television has spread across Europe and is now available in virtually every West European country. Print remains the most important single medium in terms of advertising spend. How are these two major mediaperceived by advertisers and...

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
June 1, 1991
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Citation

B.V., E. (1991a, June 01). Marketing and research today (June 1991). ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/marketing-and-research-today-june-1991-


Research papers

The role of marketing research in identifying the need for cost benefit analysis

The requirement for new prescription drugs to justify their introduction in economic as well as clinical terms is being sought not only at the central, governmental, level but also at the level of the individual hospital and physician practice, where...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Author: David Dawson
March 6, 1991
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Citation

Dawson, D. (1991a, March 06). The role of marketing research in identifying the need for cost benefit analysis. ANA - ESOMAR. Retrieved October 11, 2026, from


https://ana.esomar.org/documents/the-role-of-marketing-research-in-identifying-the-need-for-cost-benefit-analysis