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Research papers

Hispanics across the Americas

Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values,...

Catalogue: Latin America 2020 - Insights Festival
Authors: Roberto Ruiz, Rachel Bonsignore
Companies: GfK, Univision Communications Inc.
October 19, 2020

Research papers

Do we need panel rotation?

Since January 1 st 1985 GfK TV Research has been carrying out continuous TV audience research in the Federal German Republic and (West) Berlib, at first on behalf of the public-service TV stations, ARD/ARW and ZDF, and meanwhile also for the two...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Lars Gibbe
Company: GfK
June 15, 1990

Research papers

Can research agencies meet the requirements of their clients with regard to "Europe 1992"?

During the last year, the "Common Market of Europe 1992" had been the topic which has concerned politicians, managers and many other circles. For those who were meant to be very much interested in this subject, numerous talks, seminars and similar...

Catalogue: ESOMAR Congress 1989
Author: Rudolf Leibiger
Company: GfK
September 1, 1989

Research papers

Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix

Effective marketing plans are key to product success in today's mass markets. And whether they are effective or not is - to a large extend - determined by the consumer and his reaction to it. For the marketers of consumer goods this means they have...

Catalogue: ESOMAR Congress 1989
Author: Petra E. Schauenburg
Company: GfK
September 1, 1989

Research papers

Characteristics of a successful retailer

This lecture is about successful retailers, we can also speak of lesser successful retailers. GfK has chosen to research diverse structures in the electrical retail trade to make a difference between successful and less successful valid. The best...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Bert Groot-Enzerink
Company: GfK
June 15, 1989

Research papers

Life-style of the elderly in Austria

Partial results of a comprehensive life-style study are presented here. The subsample of 50-to-75-year olds (n=1.500) was subjected to a cluster analysis with the help of 28 variables. Two of the five resulting clusters characteristically...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rudolf Bretschneider
Company: GfK
June 15, 1989

Research papers

The elderly segment of the Italian population

This paper draws an outline of that segment of the Italian population aged between 55 and 74 years. The paper sheds light on the behavioural patterns and values of the elderly group compared to those of the average, related to several areas: spare...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Paolo Anselmi
Company: GfK
June 15, 1989

Research papers

Life-style of the elderly in Austria (German)

Partial results of a comprehensive life-style study are presented here. The subsample of 50-to-75-year olds (n=1.500) was subjected to a cluster analysis with the help of 28 variables. Two of the five resulting clusters characteristically...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rudolf Bretschneider
Company: GfK
June 15, 1989

Research papers

The effects of simulated price change on consumers in a retail environment (German)

The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior...

Catalogue: ESOMAR Congress 1988
Author: Siegfried Högl
Company: GfK
September 1, 1988