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Measuring up

It’s been said that goldfish have an attention span of only a few seconds and that human beings are swiftly swimming down the same path. For market researchers, this trend must be addressed from multiple angles in order to continue garnering...

Catalogue: Congress 2013: Think Big
Authors: Kristin Luck, Aaron Jue
Company: Decipher, Inc.
June 15, 2013

Research papers

Questionnaire monotony endangers the comparability of results

But monotony is powerful enough to adulterate the results. Noelle Neumann proved that the influence of monotony was visible even in simple inquiries, for example when ascertaining readership figures of daily newspapers. If the questionnaire was...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Erp Ring
Company: Institut für Demoskopie Allensbach GmbH
September 5, 1976

Research papers

A possible solution to the problem of missing data when integrating results of studies using the same sample

In the business environment a rapid response to management questions about the development of the status and the characteristics of the marketplace is key to the success of the business entity. Particularly the marketplace for information processing...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Kees Fiolet, Peter J.A. Groot
Company: IBM Corporation
June 15, 1984

Research papers

Hard to get respondents

Media surveys are very often used as a basis for demographic data within a market. While carrying out these surveys "Hard-to-Get Respondents" are often tackled at the field level or even later on by weighting. This paper is on a study carried out to...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: Sanjay Badhe, Titoo Ahluwalia
January 1, 1994

Research papers

Changing data collection methods means different kind of data

Information technology has improved to such an extent that computer assistance is now possible for telephone interviews (CATI) as well as for personal interviews (CAPI). Data quality is increased by using the computer because sequential effects are...

Catalogue: Seminar 1995: Information Technology- How Can Research Keep Up With The Peace Of Change
Author: Gerd Meier
Company: GfK
January 1, 1995

Research papers

Effective advertising

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Michael F. Cramphorn, Jesus Caldeiro
Company: Add+Impact International
June 15, 1999