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Research papers

Beyond viewing patterns

The paper discusses in general terms the implications and application of the changes in television systems, leading to an increasing diversity of choice, audience fragmentation to special target groups and a greater variety of media exposure...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Author: Heinz Uekermann
Company: GfK
June 15, 1987
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Citation

Uekermann, H. (1987a, June 15). Beyond viewing patterns. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/beyond-viewing-patterns


Research papers

Inmarkt

In 1978 GfK-Nuernberg began to develop a Marketing Information System, in order to be able to analyse market research data from own audits more quickly and more extensively than is possible with conventional evaluation methods. The technical solution...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Author: Klaus Mueller
Company: GfK
June 15, 1983
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Citation

Mueller, K. (1983a, June 15). Inmarkt. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/inmarkt


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 March 28, 2023, from


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


Research papers

Beyond pretesting advertising

We are living in a time in which consumers consider brands and products as more or less interchangeable. In this context, advertising offers a solution to marketing executives how to avoid this dilemma. It allows for instance to differentiate brands...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988
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Citation

Muslol and Munzinger (1988a, June 15). Beyond pretesting advertising. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/beyond-pretesting-advertising


Research papers

Hispanics across the Americas

Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values,...

Catalogue: Latin America 2020 - Insights Festival
Authors: Roberto Ruiz, Rachel Bonsignore
Companies: GfK, Univision Communications Inc.
October 19, 2020
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Citation

Ruiz and Bonsignore (2020a, October 19). Hispanics across the Americas. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/hispanics-across-the-americas


Research papers

Improving cluster techniques

A lot has been said and published on the topic of segmentation, typology or cluster analysis. One possible reason for this activity is that the approach is very plausible and even simple at the first glance. On the one hand the concept of "type" is...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: D. E. Freitag
Company: GfK
September 1, 1974
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Citation

Freitag, D. E. (1974a, September 01). Improving cluster techniques. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/improving-cluster-techniques


Research papers

New market research instruments through the application of high technologies (German)

This presentation shows to what extent "High Technologies" are utilised in the various fields of market research. Obviously the two most important areas, namely Ad-hoc Research and Panel Research have obtained important impulses by applying advanced...

Catalogue: ESOMAR Congress 1987
Author: Heinrich A. Litzenroth
Company: GfK
September 1, 1987
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Citation

Litzenroth, H. A. (1987a, September 01). New market research instruments through the application of high technologies (German). ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/new-market-research-instruments-through-the-application-of-high-technologies-german-


Research papers

Analysing panel data with the help of a PC-express application

After six months of development GfK launched a product based on the software package pcExpress with full integration of its GfK-experiences concerning data structure and reliability in operation. Above all the language EXPRESS, which is very closely...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research
Author: Rainer Ostermeyer
Company: GfK
June 15, 1988
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Citation

Ostermeyer, R. (1988a, June 15). Analysing panel data with the help of a PC-express application. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/analysing-panel-data-with-the-help-of-a-pc-express-application


Research papers

Application of models to improve sales prognoses

The present contribution introduces a prognosis model developed by GfK Testmarktforschung especially for data out of micro test markets. This model allows the explicit consideration of measures of the marketing mix. This permits: 1. A prognosis even...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Raimund Wildner
Company: GfK
June 15, 1988
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Citation

Wildner, R. (1988a, June 15). Application of models to improve sales prognoses. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/application-of-models-to-improve-sales-prognoses