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Research papers

Measuring responsiveness from a 360° angle

Imagine being able to target advertising to consumers who are responsive to advertising. Imagine being able to exclude from the media plan those consumers who are not responsive to advertising, because they may be more price sensitive, or sensitive...

Catalogue: WM3- Worldwide Multi Media Measurement 2008
Author: Joan Fitzgerald
Company: Nielsen
June 1, 2008
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Citation

Fitzgerald, J. (2008a, June 01). Measuring responsiveness from a 360° angle. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/measuring-responsiveness-from-a-360-angle


Research papers

Seeking the Holy Grail

This paper explores the potential of single source research to measure the association of an advertising campaign by a major U.S. retailer to product purchase behaviours in their stores.In a 2003 Single Source research pilot, the same research...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Joan Fitzgerald, Tony Jarvis
June 16, 2004
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Citation

Fitzgerald and Jarvis (2004a, June 16). Seeking the Holy Grail. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/seeking-the-holy-grail


Research papers

Site-centric measurement

This paper provides an in-depth analysis of site-centric measurement, the issues associated with this approach, and a discussion of the differences between site-centric measurement and user-centric measurement. The paper investigates the new...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Joan Fitzgerald
Company: Nielsen
June 12, 2002
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Citation

Fitzgerald, J. (2002a, June 12). Site-centric measurement . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/site-centric-measurement-