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Research papers

The optimisation of advertising success (German)

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Dieter Müller-Veeh
June 15, 1972
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Citation

Müller-Veeh, D. (1972a, June 15). The optimisation of advertising success (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/the-optimisation-of-advertising-success-german-


Research papers

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
June 15, 1971
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Citation

Geiger and Ernst (1971a, June 15). Advertising pressure (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/advertising-pressure-german-


Research papers

The semantic differential (German)

Combining a battery of semantic differentials you will obtain an instrument called "Polaritatsprofil" in Germany. This has been used for years as a standard instrument for solving image problems in market research as well as in university research....

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Erich M. Ruczinski
June 15, 1971
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Citation

Ruczinski, E. M. (1971a, June 15). The semantic differential (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/the-semantic-differential-german-


Research papers

Measurement of the competitive pressure of advertising campaigns(German)

The consumer is under pressure from concurrent competing advertising campaigns but relatively little is known as yet about the way in which these advertising campaigns influence one another. This paper shows the practical application of a survey...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Dieter Müller-Veeh
September 1, 1970
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Citation

Müller-Veeh, D. (1970a, September 01). Measurement of the competitive pressure of advertising campaigns(German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/measurement-of-the-competitive-pressure-of-advertising-campaigns-german-


Research papers

Application of primary surveys and desk research to media planning (German)

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970
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Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning-german-


Research papers

A system for medium-term sales forecasts for short-lived consumer goods (German)

A system of drawing up medium-term sales forecasts has been developed for the range of a large concern in the food industry and is intended to form part of the integrated operations planning in the logistic sector. The forecasts in this system are...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: W. Klopsch, O. Kuhl
June 15, 1969
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Citation

Klopsch and Kuhl (1969a, June 15). A system for medium-term sales forecasts for short-lived consumer goods (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/a-system-for-medium-term-sales-forecasts-for-short-lived-consumer-goods-german-


Research papers

Use of factor analysis and cluster analysis in market segmentation and consumer typology (German)

For the two segmentation models, factor analysis and cluster analysis, general assessment criteria are laid down and the marketing view-point is singled out as the most important. In particular the paper deals with the two segmentation methods with...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Klaus Ragnitz
June 15, 1969
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Citation

Ragnitz, K. (1969a, June 15). Use of factor analysis and cluster analysis in market segmentation and consumer typology (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/use-of-factor-analysis-and-cluster-analysis-in-market-segmentation-and-consumer-typology-german-


Research papers

Studies on student unrest in Germany (German)

The aim of this survey, on the one hand, was to recognise the pre-conditions and causes of student unrest in Germany, and on the other, to measure and describe the response of the population at large in regard of those demonstrations. The...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Wilhelm Schwarzenauer
June 15, 1969
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Citation

Schwarzenauer, W. (1969a, June 15). Studies on student unrest in Germany (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/studies-on-student-unrest-in-germany-german-


Research papers

Classification of respondents by socio-economic characteristics (German)

The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Eva Maria Hess, H. D. Asimus
June 15, 1969
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Citation

Hess and Asimus (1969a, June 15). Classification of respondents by socio-economic characteristics (German). ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/classification-of-respondents-by-socio-economic-characteristics-german-