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Research papers

The role of the data fusion in actionable media targeting in the 1990's

This paper deals with the fusion of two of the largest databases in Britain. The Broadcasters Audience Research Board (BARB) is the standard measurement of television audiences in Britain, with a panel size of 8 homes. The Target Group Index is the...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Sarah O'Brien
September 1, 1990

Research papers

Third world meets first world

Huge changes are occurring in South Africa. Change in Africa has occurred, as it has in Eastern Europe, as a result of social, economic and political pressure. Some of these social and economic pressures are discussed in this paper. Thousands of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Timothy D. Cooke
September 1, 1990

Research papers

Local VS. own marketing channels in EEC markets for a large Yugoslavian manufacturer of industrial goods

In this report, a market research project for a fairly large Yugoslavian manufacturing organization is being dealt with. Foreign markets, besides the limited domestic one, have traditionally been an economic imperative for the growth and survival of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Mile Gregoric, Mitja Tavcar
September 1, 1990

Research papers

The end of fusion fear?

One of the new developments in the field of market research during the last decade is the construction of fusion techniques. We developed a procedure called VENUS. This method was applied in the Netherlands several times, and a cumulation of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Alfred E. Bronner
September 1, 1990

Research papers

Countries as brands

It could be argued that the most significant development in recent years has been the growth of world trade. The benefits which have accrued to those countries who have participated actively in the phenomenal rise of world trade may also be seen to...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: John Fanning
September 1, 1990

Research papers

Readership moods with French news magazines

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Daniel Adam, F. Laurent
September 1, 1990