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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
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Citation

Twardawa and Missner (1987a, June 15). GFK behavior scan . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/gfk-behavior-scan-


Research papers

Knowing how advertising works

The advertising industry is rapidly changing. Advertisers are looking for immediate results; often at a very short notice. Advertising agencies try to expand their service functions from merely creative to overall marketing services. The recession...

Catalogue: Seminar 1985: Quality In Publishing
Authors: Meinard Carper, Hans Elzinga
November 27, 1985
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Citation

Carper and Elzinga (1985a, November 27). Knowing how advertising works. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/knowing-how-advertising-works


Research papers

A consumer segmentation using a standardised technology

The technology we are going to describe has been developed as a composite procedure, which retains flexibility, whilst solving the problems of interlocking complex interviewing and analysis systems. We have named this composite system, The Consumer...

Catalogue: Seminar 1972: Segmentation And Typology
Authors: Geoffrey M. Bickers, Gordon Haymes
June 15, 1972
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Citation

Bickers and Haymes (1972a, June 15). A consumer segmentation using a standardised technology. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-consumer-segmentation-using-a-standardised-technology