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Research papers

Consumer behaviour prediction and the modelling approach

In this paper, traditional methods used by market researchers to predict consumer behaviour are criticised and the argument put forward that a formal modelling approach is the only way that reliable predictions can be made. Such an approach may...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Peter Sampson
September 1, 1974
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Citation

Sampson, P. (1974a, September 01). Consumer behaviour prediction and the modelling approach. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/consumer-behaviour-prediction-and-the-modelling-approach


Research papers

Spatial view of data according to the TypTop method (French)

TYPTOP is a new method of sample survey and of data processing, allowing to get a spatial view of the elements to be studied: - New or existing products; - Brands; - Advertisements; - Politicians. This method lies on the 3 following components: 1) An...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Henri Bergonier, D. Wattez
September 1, 1974
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Citation

Bergonier and Wattez (1974a, September 01). Spatial view of data according to the TypTop method (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/spatial-view-of-data-according-to-the-typtop-method-french-


Research papers

Spatial view of data according to the TypTop method

TYPTOP is a new method of sample survey and of data processing, allowing to get a spatial view of the elements to be studied: - New or existing products; - Brands; - Advertisements; - Politicians. This method lies on the 3 following components: 1) An...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Henri Bergonier, D. Wattez
September 1, 1974
×

Citation

Bergonier and Wattez (1974a, September 01). Spatial view of data according to the TypTop method. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/spatial-view-of-data-according-to-the-typtop-method


Research papers

Market-segmentation in the magazine field

Nowadays it is virtually a matter of course to plan a new product down to the last detail. What is taken for granted in other product sectors is still considered a rarity in the magazine market, although in this field, too, the abundance of...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Author: Roswitha Kohrs-Darius
June 15, 1974
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Citation

Kohrs-Darius, R. (1974a, June 15). Market-segmentation in the magazine field. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/market-segmentation-in-the-magazine-field


Research papers

A new method of copy-test evaluation

The aim of the analytical evaluations presented here is to make better use of the information contained in the copy-test data than it has been happening thusfar. Better use must be made of such information in order to obtain more exact indications...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Authors: Dieter Müller-Veeh, Gunda Opfer
June 15, 1974
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Citation

Müller-Veeh and Opfer (1974a, June 15). A new method of copy-test evaluation. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-new-method-of-copy-test-evaluation


Research papers

Application of a new theory to allow a better definition, control and measurement of advertising strategies

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done.2....

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: Marc Vincent
November 28, 1973
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Citation

Vincent, M. (1973a, November 28). Application of a new theory to allow a better definition, control and measurement of advertising strategies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/application-of-a-new-theory-to-allow-a-better-definition-control-and-measurement-of-advertising-strategies


Research papers

A novel approach to planning and simulation in the field of marketing (German)

The method being introduced here was developed by Infratest, Munich. The first section is devoted to the requisites of applications with which marketing models have to comply if they are to meet the requirements of the user. The second and third...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Erich Weihs
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
September 1, 1973
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Citation

Weihs, E. (1973a, September 01). A novel approach to planning and simulation in the field of marketing (German). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-novel-approach-to-planning-and-simulation-in-the-field-of-marketing-german-


Research papers

A novel approach to planning and simulation in the field of marketing

The method being introduced here was developed by Infratest, Munich. The first section is devoted to the requisites of applications with which marketing models have to comply if they are to meet the requirements of the user. The second and third...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Erich Weihs
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
September 1, 1973
×

Citation

Weihs, E. (1973a, September 01). A novel approach to planning and simulation in the field of marketing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-novel-approach-to-planning-and-simulation-in-the-field-of-marketing


Research papers

Cost-effective market mapping using the "Item X Use" concept

The paper commences by briefly reviewing some of the research problems which face marketing companies in the process of diversification and highlights the need for a reliable and inexpensive procedure for obtaining an overview of new markets. Next a...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: W. A. K. Frost
June 1, 1973
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Citation

Frost, W. A. (1973a, June 01). Cost-effective market mapping using the "Item X Use" concept. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/cost-effective-market-mapping-using-the-item-x-use-concept