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Research papers

Analysing family purchasing for better media planning

Many consumer decisions are based on evaluation processes within families with many persons involved. Up to today, this multi-person character of most decisions concerning durables has not been taken into consideration adequately. In addition to that...

Catalogue: Seminar 1987: Micro And Macro Market Modelling
Authors: Franz Böcker, Walter Hubel
Company: GfK
October 26, 1987

Research papers

New market research instruments through the application of high technologies

This presentation shows to what extent "High Technologies" are utilised in the various fields of market research. Obviously the two most important areas, namely Ad-hoc Research and Panel Research have obtained important impulses by applying advanced...

Catalogue: ESOMAR Congress 1987
Author: Heinrich A. Litzenroth
Company: GfK
September 1, 1987

Research papers

New market research instruments through the application of high technologies (German)

This presentation shows to what extent "High Technologies" are utilised in the various fields of market research. Obviously the two most important areas, namely Ad-hoc Research and Panel Research have obtained important impulses by applying advanced...

Catalogue: ESOMAR Congress 1987
Author: Heinrich A. Litzenroth
Company: GfK
September 1, 1987

Research papers

Beyond viewing patterns

The paper discusses in general terms the implications and application of the changes in television systems, leading to an increasing diversity of choice, audience fragmentation to special target groups and a greater variety of media exposure...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Author: Heinz Uekermann
Company: GfK
June 15, 1987

Research papers

GFK behavior scan

The dilemma of ceteris-paribus-tests and decisions is demonstrated. The classical solution, the regional test market, offers only unsatisfactory results. The requirements of a timely instrument, which can test the total marketing-mix, are more...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Wolfgang Twardawa, Peter Missner
Company: GfK
June 15, 1987

Research papers

Aditorial dreams experience made with testing of programs and "aditorials"

Under the theme "Tools for effectiveness" this presentation is going to demonstrate in which way new forms of programming and aditorials can be rated in a quantitative as well as qualitative way. The so called "aditorials" are TV-programs with an...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Author: Karl Georg Musiol
Company: GfK
June 15, 1987

Research papers

The general image of industry

This report shows the image position of industry in the Austrian population by quantitative research representative for people up from 14 years. Research program covers spontaneous associations to the stimulus "industry", advantages and disadvantages...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Werner Till
Company: GfK
June 15, 1986

Research papers

Inmarkt

In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Klaus Mueller
Company: GfK
June 15, 1983

Research papers

Inmarkt (German)

In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Klaus Mueller
Company: GfK
June 15, 1983