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Research papers

Research in industrial marketing reinforcement and conversion

Social psychology can teach us a good deal about the ways people behave and how they choose between possible alternative courses of action. Much of the work is difficult to find and difficult to follow. By its very nature it is rarely discussed in...

Catalogue: Seminar 1969: Research In Industrial Marketing
Authors: John B. O'Mulloy, Olle Steiner
March 5, 1969

Research papers

Problems in communicating the results of market segmentation studies

Segmented marketing is likely to replace traditional mass marketing techniques in many product fields in the future. This development will involve market researchers more frequently in what are usually described as market segmentation studies. Yet...

Catalogue: ESOMAR Congress 1968
Authors: Jacqueline Twigg, Alan Wolfe
Company: Ogilvy
June 15, 1968

Research papers

The problems of market segmentation

Classic market research methods do not provide us with any basis for differentiation. In fact, they merely establish simple and rudimentary links between different socio-economic characteristics and buying behaviour, which amounts to slicing the...

Catalogue: The European Marketing Research Review 1967
Authors: Jean Lignel, Andre Cadet
August 1, 1967

Research papers

A market segmentation on holidays abroad

During the past two decades an every year increasing part of the Dutch population went abroad on holiday. To indicate how this overall growth of the market for holidays abroad has developed, we show some figures from representative NIPO sample...

Catalogue: Seminar 1967: Travel and Tourism
Authors: Ger C. Schild, Jacques Antoine
Company: NIPO
June 15, 1967

Research papers

Research for ranges, assortments and multi-brand manufacturers

In many cases, a manufacturer will market not one item but several in a given product group. These may either be in the form of a range, such as a range of different flavours of soup, or as an assortment, such as a mixed assortment of confectionery,...

Catalogue: ESOMAR Congress 1966
Author: Lorne James Rothman
September 1, 1966

Research papers

Planning advertising strategy

Markets are segmented in many ways, most of which do not bear on the advertiser's problem. The objective is to find the one decisive mode. 2. The consumer weaves a whole world of meanings, values and associations around products. Many of these are...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Daniel Yankelovich
June 1, 1966

Research papers

A method of market segmentation

Market analyses generally consist of examining how consumption or ownership of a given product varies according to certain socio-demographic criteria such as sex, age, social class, area, town size, etc. Each criterion is considered separately to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Jean Michel Agostini
June 15, 1965