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Research papers

Quality service

The paper describes a piece of research that has been coordinated by Eurisko, on behalf of Ferrari. The study was aimed at measuring customers’ satisfaction with the treatment they receive at the dealerships, during the purchase and the after...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Claudio Bosio, Beatrice Cito Filomarino
Company: GfK
June 15, 1996

Research papers

Added value information

The needs of FMCG manufacturers and retailers require that suppliers of information for marketing decision support take an integrative perspective to what to offer to their market. After discussing the different ways that can be used in looking at a...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Authors: Antonie Luijten, Peter Kempe
Company: GfK
February 1, 1997

Research papers

Influence of brand positioning on the strengths of premium automotive brands

This paper describes the current situation within the German premium automotive market. It focuses on the contribution of strategic image research to successful brand management. In this context, the paper will reveal how success factors are...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Uwe Ellinghaus, Alexandra Stein
Companies: GfK, BMW Group
March 4, 2002

Research papers

Free content VS. quality?

Publishing high-quality information on the Internet is expensive. The lingering economic difficulties of considerable parts of the Internet sector and the signs of weakness of the advertising industry have given new impetus to the search for new...

Catalogue: ESOMAR Net Effects 5 2002
Authors: Folker Michaelsen, Raimund Wildner
Company: GfK
February 3, 2002

Research papers

If the future is grey, is the future bright?

The key focus of this study is to understand the impact of the ageing population on purchasing behaviour in FMCG markets. The authors attempt to determine whether purchase behaviour remains constant with age, focusing especially on store and category...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Andrew Czarnowski, Peter Gouw
Companies: KANTAR TNS Malaysia, GfK
March 30, 2003

Research papers

Is anybody home?

This paper discusses a method to incorporate out-of-home viewing in the TAM ratings. In some cases the audience profile of channels and their programmes could be dramatically different if this viewing behaviour would be integrated in the ratings.

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Lex van Meurs, Nelly Kalfs
Companies: Stichting Kijkonderzoek (SKO), GfK
June 17, 2003

Research papers

Insights into the purchase decision process of low income customers in Central and Eastern Europe

This paper describes research that has been carried out by INCOMA Research for Unilever Home and Personal Care division to increase understanding of low income consumers in Central and Eastern Europe. Research focussed on how low income consumers...

Catalogue: ESOMAR Retailing Industry Conference 2005
Authors: Alexandra Wren, Nadezda Odlova, Tomás Drtina
Companies: Unilever, GfK
April 19, 2005

Research papers

Webmeter, wherever you are

Internet audiences in the Netherlands are now measured in a unique panel survey, Webmeter. The aspect that makes this survey stand out in comparison to other methods is the measurement of individuals' internet behaviour from any browser, be it at...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Marion Appel, Camiel Camps, Sebastiaan Moesman
Company: GfK
June 20, 2005

Research papers

The effects of trade development on marketing in the Nineties

The following paper shows the prospective effects on marketing of the developments retail will experience in the nineties. It concentrates on an analysis of the situation in Europe. The starting point is the manufacturers' marketing concept in...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Gunter Redwitz
Company: GfK
June 15, 1992