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Research papers

The use of retail audit research in developing and maintaining effective retail distribution

The paper gives an overview of the relationships between two key pieces of retail audit information, sales share and distribution. It shows how, if used correctly, retail audit data can give management a means of focussing their resources to increase...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Tony Antoniou
June 15, 1992

Research papers

Two practical market research tools for assessing the value of television advertising

This paper is in three parts, to be delivered in turn by the three speakers. First, we comment on the fact that the development of computing and of scanners has revolutionized both market and media research. We point out that the boundary between the...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Authors: Steve Coffey, Valentine Appel, Timothy Joyce
Company: Nielsen
June 15, 1992

Research papers

Media exposure and consumer purchasing

This paper deals with the fusion of BARB TV viewing information onto Superpanel, AGB's consumer purchasing panel. It breaks new ground in terms of the fusion technique used. Rather than matching panel members by commonly held demographic...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research
Author: Andrew Roberts
June 15, 1994

Research papers

From the survival consumer to the citizen consumer

The long period of hyperinflation during the eighties and the beginning of this decade brought very specific buying behavior to Brazilian consumers, be it through the exclusion of a large segment of the population or by purchase attitudes similar to...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Nelma Gasparette Santos
Company: IBOPE Inteligencia
May 1, 1997

Research papers

Advertising exposure and advertising effects

The paper describes a proprietary modeling process which has been used to isolate advertising effects of a short-term nature and to document long-term effects. Many of the findings of this work are congruent with the findings of John Philip Jones,...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: James F. Donius, Michael von Gonten
November 11, 1996

Research papers

Internet testing

This paper presents the results of the first large-scale parallel-testing program in the United States between central location (mall-intercept) and Internet interviewing. The research is significant because it demonstrates contrary to the...

Catalogue: ESOMAR Net Effects 1999
Authors: Joseph Willke, Christine Adams, Zara Girnius
Company: Nielsen
June 15, 1999

Research papers

Radio sells

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
April 1, 2001

Research papers

Raising diary response among young people

Response rates are among the hottest topics in the research industry. Panel research, in particular, is directly confronted with the effects of declining response rates. In the Netherlands, one of the hardest groups to get co-operation from is young...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Author: Marion Appel
Company: GfK
April 1, 2001

Research papers

Walking the path

At the ARF/ESOMAR WAM Conference 2002, Initiative Media and MIT introduced the expression as a conceptual model of understanding the complex relationship between advertising message delivery, media channels, and audience engagement. In a dynamic...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Alex Chisholm, David Ernst, Stacey Lynn Koerner, Henry Jenkins, Sangita Shresthova, Brian Theisen
June 17, 2003