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Research papers

Advertising quality and market share

The increase of the quality of advertising offers an important possiblity to improve the success of a brand without costs being automatically increased. Pretest measures for commercials as e.g. the AD*VANTAGE test system are thus intensively used by...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Claudia Schmies, Raimund Wildner
Company: GfK
June 15, 1993

Research papers

The facet analytical approach to marketing research

Several recent studies in social psychology, organizational behavior, health research and in most of the social sciences have utilized facet theory as a metatheoretical framework to design models and complex theories. Its history can be traced back...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Jacob Hornik
June 15, 1993

Research papers

Marketing management support systems

A Marketing Management Support Systems can be defined as any device combining (I) information technology, (II) marketing data and/ or knowledge, and (III) analytical capabilities, made available to one or more marketing decision-makers with the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Berend Wierenga, Gerrit H. van Bruggen
June 15, 1993

Research papers

The application of rule induction and neural networks for television audience prediction

Rule induction and neural networks have been applied to audience data to produce promising results for understanding and predicting audience behaviour. Potential deployment designs suggest that this will be a fruitful way to assist the task of...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Mike Fitzsimons, Tom Khabaza, Colin Shearer
Company: British Broadcasting Corporation (BBC)
June 15, 1993

Research papers

The determinants of MKIS usage

While the literature provides considerable guidance about the factors and conditions that influence the use of computers and management information systems, far less is known about the factors and conditions that lead to the use of marketing...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Sanjay Seth, Roderick J. Brodie, Don Scott
June 15, 1993

Research papers

Salesplan

In this paper, a Decison Support System is presented that enables the decision-maker to make optimal use of existing marketing research data in the area of fast-moving consumer goods. Many valuable market data are not analyzed in depth by the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Ole Stenvinkel Nilsson, Jørgen Kai Olsen
June 15, 1993

Research papers

A model for assessing and mapping brand competition calibrated on panel data

This paper describes a methodology aimed at inferring competitive market structure based on real-world choice panel data. The model offers two main results : -1 a competitive map providing a bird's eye view of the competitive structure of the market,...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Dwight Merunka, Jean-Bernard Kazmierczak, Valerie Charriere-Grillon
June 15, 1993

Research papers

Artificial intelligence applied to computer aided interviewing

The paper presents a newly developped and implemented system for segmenting respondents 'on the fly' during a computer assisted telephone interview, while at the same time minimizing the number of questions to be asked of the individual respondents....

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Author: Carsten Stig Poulsen
June 15, 1993

Research papers

ANALYST

This paper describes ANALYST, a knowledge-based system for analyzing panel data. ANALYST supports product managers and market researchers in analyzing market data, helping them in the primary problems of marketing decision making: detecting...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Alf Zimmer, Josef F. Krems, Stefan Krischker, Armin Hartinger, Heinz Wontorra
June 15, 1993