Resources Library by ANA

Methods of brand image research

The second major application of brand, image study, to which the rest of this talk is devoted that of diagnosis of the brand situation in the market. Nobody is ever satisfied with their brand there is always room for improvement. What is the...

Catalogue: ESOMAR Conference 1960

Author: N. J. Squirrell

June 15, 1960

The index method

In this paper, a classification method (the index method) is proposed which aims to discriminate between members of two groups (e.g. buyers and non-buyers). The index method is compared with two-group discriminant analysis which is a standard and...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Authors: Leendert de Jonge, Walle M. Oppedijk van Veen

Company: Philips International

June 15, 1984

Discriminating analysis of qualitative data inputs

Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Jean-Marie Bouroche, A. Le Roux

August 28, 1977

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French)

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966

Author: Claude Matricon

September 1, 1966

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966

Author: Claude Matricon

September 1, 1966

Discriminating analysis of qualitative data inputs (French)

Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Jean-Marie Bouroche, A. Le Roux

August 28, 1977

A new look at old data

The conventional methods of analysing market research data are useful, but have their limitations. They consist, usually, of the construction and examination of one-way tables by characteristics like social class, age of housewife etc., together with...

Catalogue: ESOMAR Congress 1966

Author: Stephan Buck

September 1, 1966

Perspectives of the building society market (German)

For our initial evaluation we undertook a discriminant analysis to see if the age groups varied from one another with respect to attitudes towards living. The main objective of this phase was to compare the attitudes of the respondents towards living...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Bruno Hötzel

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

June 15, 1982

Comment on Mr. Norman Squirrel's paper read on Tuesday morning, September 13th

The purpose for which discriminant analysis was developed, and for which it tends to be used in practice, is to obtain a function discriminating between individuals belonging to two or more populations, which can then be used to allocate further...

Catalogue: ESOMAR Conference 1960

Author: ESOMAR B.V.

September 13, 1960