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Research papers

Is marketing research going another way? (French)

Marketing research is developing rapidly. This paper attempts to give the up-to-date situation on recent developments both as regards new technologies and methods. The field of retailing, neglected by marketing research for a long time, is now...

Catalogue: ESOMAR Congress 1988
Author: Gerard Hermet
Company: GfK
September 1, 1988

Research papers

The effects of simulated price change on consumers in a retail environment

The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior...

Catalogue: ESOMAR Congress 1988
Author: Siegfried Högl
Company: GfK
September 1, 1988

Research papers

Is marketing research going another way?

Marketing research is developing rapidly. This paper attempts to give the up-to-date situation on recent developments both as regards new technologies and methods. The field of retailing, neglected by marketing research for a long time, is now...

Catalogue: ESOMAR Congress 1988
Author: Gerard Hermet
Company: GfK
September 1, 1988

Research papers

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Sabine Wüst
Company: GfK
June 15, 1988

Research papers

Meeting the multi-national companies' demands for global advertising research tools

The outcome of the association between McCollum/Spielman and GfK has been a great delight. In addition to-giving us the opportunity to visit Jutland in the dead of winter nd Duseeldorf in the midst of a major snow storm, it has proved a stimulating...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Harold M. Spielman, Hans Heyder
Company: GfK
June 15, 1988

Case studies

AD*VANTAGE/AC-T

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Uwe Munzinger, Karl Georg Musiol
Company: GfK
June 15, 1988

Research papers

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988

Research papers

Analysing panel data with the help of a PC-express application

After six months of development GfK launched a product based on the software package pcExpress with full integration of its GfK-experiences concerning data structure and reliability in operation. Above all the language EXPRESS, which is very closely...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research
Author: Rainer Ostermeyer
Company: GfK
June 15, 1988

Research papers

Application of models to improve sales prognoses

The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Raimund Wildner
Company: GfK
June 15, 1988