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Research papers

Advertiser feedback

Not only must we evaluate the national mass appeal channels, but local market channels and potentially the hundreds of special appeal channels. We also, I suggest, need to change our perspective from evaluation of the transmission carrier to the...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Roger E. Godbeer
Company: Colgate-Palmolive
May 1, 1994
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Citation

Godbeer, R. E. (1994a, May 01). Advertiser feedback. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/advertiser-feedback


Research papers

The challenge of continuous improvement...The integrated data source approach to market research

The paper is divided into two parts. The first part discusses the factors which will lead advertisers in general, and one advertiser specifically into complementary data sources to the traditional data banks preferred by marketers, or those preferred...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Richard S. Wilson, Roger E. Godbeer
Company: Colgate-Palmolive
May 1, 1994
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Citation

Wilson and Godbeer (1994a, May 01). The challenge of continuous improvement...The integrated data source approach to market research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-challenge-of-continuous-improvement-the-integrated-data-source-approach-to-market-research


Research papers

In-home scanning and people meters: Information enhancement or respondent overload?

This paper examines advertiser and agency perspectives on single source data. The authors present a method of evaluating different single source systems based on the informational need for which each service was designed to address. The "focal point"...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Authors: Joseph C. Philport, Roger E. Godbeer
Company: Colgate-Palmolive
June 15, 1992
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Citation

Philport and Godbeer (1992a, June 15). In-home scanning and people meters: Information enhancement or respondent overload?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/in-home-scanning-and-people-meters-information-enhancement-or-respondent-overload-