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Research papers

A multidimensional analysis of consumer preference judgements related to print ads

In this paper we will restrict discussion to print ads and consider methods and models which allow to analyse constructs such as the first affective impression or emotional and/or psychological appeals of print advertisements. These constructs are...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Ingo Böckenholt, Wolfgang GauI
June 15, 1984

Research papers

Consumer response in an era of stagflation

In this paper the effects of stagflation on consumer response are determined. This study is part of a larger scaled study on modelling structural shifts in market response over time. In this paper some preliminary results together with some further...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Peter S.H. Leeflang, Frans W. Plat
June 15, 1984

Research papers

Price sensitivity, does it increase during a recession?

In this paper, the authors describe a method which has been tested over many years. It offers a means for testing the sales effect of price decisions before the new price has been released on the market. Thus marketing companies can evaluate pricing...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Alain Pioche, Lynn Y.S. Lin, Patrick G. M. Standen
Company: Burke, Inc.
June 15, 1984

Research papers

Processing the meaning of stimuli in the absence of stimulus-identification

Because perception is important in the field of advertising, some perceptual phenomena and theoretical insights are discussed, since several misconceptions, mysticisms and controversies seem to exist with regard to 'subliminal perception' and the...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: Mark J. A. Zoon
June 15, 1984

Research papers

The index of consumer sentiment: Another look at the data and some methodological improvements

The Index of Consumer Sentiment (ICS) can be used to explain and forecast changes in the aggregate course of the economy. Its explanatory as well as its predictive power appears to be relatively low. Partly this might be caused by some methodological...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Hans Kasper, Ton Kuylen
June 15, 1984

Research papers

Analysis of sales of price promoted consumer goods using scanner data

In this paper the following problem is tackled: Assumed, a pattern of individual item sales and corresponding prices by week is known for a certain period of the past. What sales can be expected if planned price strategies including price cuts are...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Martin Both, Wolfgang Gaul
June 15, 1984

Research papers

Some practical guidelines for selecting an appropriate perceptual mapping technique

This paper addresses some of the issues pertinent to the mapping process with the aim of simplifying the choice of alternatives. A number of commonly used and recently developed mapping methods are systematically compared by partitioning the mapping...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: Dhruba Gupta
June 15, 1984

Research papers

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

Research papers

Testing effect hierarchy models by way of latent class analysis

Effect hierarchy models have a long and well-establis tradition in marketing and communication research. Figure 1.1. contains an overview of some of the more prominent ones, viz. the "AIDA" model due to Strong (1925), the "Hierarchy of Effects" model...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Authors: Carsten Stig Poulsen, Anders Ussing
June 15, 1984