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Research papers

A cost-effective way for testing outdoor creatives

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analyzed 116 outdoor campaigns.For each of the campaigns, the following data were available: a photo of the poster, number of sites,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Author: Andraz Zorko
June 20, 2005

Research papers

Theory and application of multivariate methods (dependence)

In our data matrix we have one variable of particular interest and we wish to see how it is affected by movements in a single explanatory variable. For example, the variable we might be interested in is Sales in £mn and we may wish to know how it...

Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Paul Harris
February 14, 1995

Research papers

Discriminant analysis

Discriminant Analysis Models are very similar to regression models, but differ in one important respect. In Discriminant Analysis the key variable of interest Y is now categorised (eg, Buyer = 1, Non-buyer = 0) rather than being continuous like...

Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires
Author: Paul Harris
February 14, 1995

Research papers

A comparative analysis of alternative segmentation methodologies

Using behavioral data, two alternative segmentation methodologies, regression and cluster analysis, were compared on the basis of rigor, reliability, parsimony, interpretability and strategic implications for retailers. Regression analysis is the...

Catalogue: ESOMAR Congress 1989
Authors: Douglas J. Tigert, Stephen J. Arnold
September 1, 1989

Research papers

Analysis of the effect on grocery sales of different promotional strategies

This paper describes the results of a study designed to measure the effects of different promotional activities in stores. Regression analysis, using dummy variables, was used to analyse data obtained from an experimental design incorporating twelve...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: John Rice
June 15, 1982

Research papers

Marketing research techniques applied to tourism planning and development

The purpose of this paper is twofold: First, to report the results of a research study which in turn may be compared to researchers' experience elsewhere; second, and perhaps more importantly, to present a thorough discussion of an application of...

Catalogue: Seminar 1977: Travel And Tourism
Author: Michael Parent
June 15, 1977

Research papers

A research design to predict telephone usage among Bell System business customers

Very few full scale marketing studies have been made of the purchasing behaviour of the total business market because of its diversity and complexity. The Bell System furnishes telecommunications services to the entire gamut of business enterprises,...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Authors: Henry Assael, R. B. Ellis
January 1, 1973

Research papers

Forecasting indexes

In 1970, we, at IFOP/ETMAR, worked on perfecting the computation of indexes from opinion surveys. By experience, we knew how important psychological phenomena reveal to explain the evolution of economic realities such as the successful launching of a...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: B. Roche
Company: IFOP
August 1, 1971

Research papers

Forecasting indexes (French)

In 1970, we, at IFOP/ETMAR, worked on perfecting the computation of indexes from opinion surveys. By experience, we knew how important psychological phenomena reveal to explain the evolution of economic realities such as the successful launching of a...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: B. Roche
Company: IFOP
August 1, 1971