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Research papers

Developing and using a consumer panel to assist book marketing

This paper is divided into three sections. The first deals with some of the main points derived from the Adams Readers' Panel which bear on the title. The marketing of books is an order of magnitude more difficult than the marketing of most products,...

Catalogue: Seminar 1993: Competition In Publishing
Author: James Adams
June 15, 1993

Research papers

Magazines buying patterns

The national media researches base on readers much more than buyers of the copies: the issue is that there is a lack of market research data able to support marketing decisions regarding circulation level development and control. Readership surveys...

Catalogue: Seminar 1993: Competition In Publishing
Author: Giorgio Visintini
Company: Unicab Italia S.p.A
June 15, 1993

Research papers

Data for dialogue

The following, linked, papers argue that representative consumer panels, reflecting actual purchasing behaviour, have a unique role to play in the provision of relevant, actionable information to both the retailers and the manufacturers who wish to...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Authors: Richard Piper, Allan Breese
Company: KANTAR TNS Malaysia
June 15, 1993

Research papers

A new kind of consumer panel

When trying to set-up a marketing plan for the coming twelve months, the Brand Manager is usually facing two types of problems : a) How to forecast the global market evolution in the local area under consideration ? b) Within this total market, what...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Alain Pioche
Company: Nielsen
June 15, 1992

Research papers

European consumers and environmental behaviour

The environmentalism movement has the potential to significantly change marketing in the 90's, not only in Europe, but throughout the developed world. Although the issue has been widely publicised, most recently in reference to the Gulf war,...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Authors: Brian Voller, Andreas Winkler
Company: GfK
June 15, 1991

Research papers

Predicting sales

The paper discusses the application of sales prediction techniques to new product development in Latin America. It shows that in packaged goods product fields, both of the two mainstream methodologies, the Laboratory Test Market exemplified by...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Jon Wilkinson
May 5, 1991

Research papers

Electronic single source consumer panels

During the past decade, electronic measurement has clearly demonstrated its ability to satisfy the growing information needs of the advertising industry in the United States. The growing array of innovative electronic consumer data collection devices...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: William F. Mckenna
June 15, 1988

Research papers

Turning data into information a new generation of integrated consumer research

The shape of the future of European market measurement research services is in the process of appraisal and change. Not least, this is because of the potential impact of technology driven services, originating in the U.S.A. Such services...

Catalogue: ESOMAR Congress 1987
Author: Bill Blyth
September 1, 1987

Research papers

Control of the effectiveness of "sampling" through a consumer panel

In this paper we are going to expound a control method which enables us to measure the effectiveness of promotional actions. We will be illustrating its application through an actual example of gauging a typical promotion, 'sampling'. The suggested...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Lluis Fatjo-Vilas Barbat, Juan S. Alos Batlle
June 15, 1987