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Research papers

Back to the fundamentals of media research

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies, speeding up of mutations and acceleration of trends, dispersion of practices and explosion of rules, and inter-penetration between...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Dina Raimondi
October 20, 1998
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Citation

Raimondi, D. (1998a, October 20). Back to the fundamentals of media research. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/back-to-the-fundamentals-of-media-research


Research papers

Business-to-business research

In the following paper we will touch on some important aspects of business-to-business research, highlighting in brief the key differential points vis-&-vis consumer research. The focus will be on the specific problems and requirements of research in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Walter Lulay
September 1, 1998
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Citation

Lulay, W. (1998a, September 01). Business-to-business research. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/business-to-business-research


Research papers

Re-establishing the bond of brands and advertising with consumers

Spanish consumers and manufacturers are showing signs of a mismatch regarding needs and expectations from brands and advertising. During the spring of 1971 Inner Research conducted research applying a qualitative methodology to the brand issue....

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Adolfo Estrella Cabrera, Enrique Domingo de Bias
June 15, 1998
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Citation

Cabrera and de Bias (1998a, June 15). Re-establishing the bond of brands and advertising with consumers. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/re-establishing-the-bond-of-brands-and-advertising-with-consumers


Research papers

Decisive factors for the choice of holiday destinations

The knowledge of the decision-making factors and their significance in the selection of the holiday destination gives the German and foreign vacation regions the possibility of tailoring their offers towards the desires and needs of their vacationer...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Rainer Wohlmann
June 15, 1998
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Citation

Wohlmann, R. (1998a, June 15). Decisive factors for the choice of holiday destinations . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/decisive-factors-for-the-choice-of-holiday-destinations-


Research papers

Generation Golf

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target...

Catalogue: International Automotive Marketing Conference 1998
Authors: Sven H. Becker, Rolf Dielenschneider
June 15, 1998
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Citation

Becker and Dielenschneider (1998a, June 15). Generation Golf. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/generation-golf


Research papers

Interactive evaluation of the work environment

The paper presents a model of interactive evaluation of the work environment using the Internet. The model offers a number of possibilities. For example individuals in the target group which in this particular case are Swedish engineers will be...

Catalogue: The Worldwide Internet Seminar 1998
Author: Per Lundgren
June 15, 1998
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Citation

Lundgren, P. (1998a, June 15). Interactive evaluation of the work environment. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/interactive-evaluation-of-the-work-environment


Research papers

Learning to live in Lilliput, the media-land where small is beautiful

Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: Erwin Ephron
June 15, 1997
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Citation

Ephron, E. (1997a, June 15). Learning to live in Lilliput, the media-land where small is beautiful. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/learning-to-live-in-lilliput-the-media-land-where-small-is-beautiful


Research papers

How to define the target audience with single source scanned data

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish two steps in the process: finding and identifying...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Carole Fagot
June 15, 1997
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Citation

Fagot, C. (1997a, June 15). How to define the target audience with single source scanned data. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/how-to-define-the-target-audience-with-single-source-scanned-data


Research papers

Investigating teens

The paper describes a new methodology for investigation of the teen public that constitutes an alternative capable of supplementing conventional data collection procedures. The new methodology was dubbed Photo-Show and the results obtained -...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Oriana Monarca White
May 1, 1997
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Citation

White, O. M. (1997a, May 01). Investigating teens . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/investigating-teens-