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Research papers

Media mix

The following paper describes a special analysis made using the German Verbraucher Analyse, a consumer analysis similar to other consumer usage/purchase research in many other European countries. For this reason our analysis can easily be duplicated...

Catalogue: Seminar 1992: Media Research Meets The Future
Author: Rolf Speetzen
June 15, 1992
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Citation

Speetzen, R. (1992a, June 15). Media mix. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/media-mix-3922


Research papers

Using consumer data to ensure quality service in Europe

Since 1983, United has maintained a continuous tracking survey for measuring customer satisfaction. In 1990, United began serving European markets and this program was extended to our European flights. This paper describes how United uses this...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Susan C. Hinderaker
September 8, 1991
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Citation

Hinderaker, S. C. (1991a, September 08). Using consumer data to ensure quality service in Europe . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/using-consumer-data-to-ensure-quality-service-in-europe-


Research papers

For a supply-side marketing in television

The method of study and assessment of television programs and programming set forth here neither seeks nor cares to replace existing approaches insofar as it meets neither the same needs nor the same demands. It seeks rather to complete and enrich...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Philippe Baudelot, Margot Levine
June 15, 1991
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Citation

Baudelot and Levine (1991a, June 15). For a supply-side marketing in television. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/for-a-supply-side-marketing-in-television


Research papers

Smartie

In an ever changing world it is necessary to apply market research techniques that help keep pace with this changing environment. This paper introduces a technique, SMARTIE, not just for measuring current company image, but for identifying those...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Authors: Mary Short, Tricia Henry
June 15, 1991
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Citation

Short and Henry (1991a, June 15). Smartie. ANA - ESOMAR. Retrieved April 28, 2024, from


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


Research papers

First impression versus extended usage

In the fine fragrance industry, unlike many other fmcg industries, systematic consumer product-testing has usually been conspicuous by its absence. The reasons are varied, including perfume's own traditions rooted in fashion rather than in marketing,...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products
Author: Ivor Shalofsky
June 15, 1991
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Citation

Shalofsky, I. (1991a, June 15). First impression versus extended usage. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/first-impression-versus-extended-usage


Research papers

Search for the real market and real development: The treatment days analysis

1993 and beyond there will be an ongoing harmonisation process of prices, presentations, patent terms, etc. in the pharmaceutical market of the EC. Individual industry and government actions and re-actions in addition will change the market...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Author: Horst Gunter Schneider
June 15, 1991
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Citation

Schneider, H. G. (1991a, June 15). Search for the real market and real development: The treatment days analysis. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/search-for-the-real-market-and-real-development-the-treatment-days-analysis


Research papers

Application of the EPI method to the image determination

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Enrique Ortega
May 5, 1991
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Citation

Ortega, E. (1991a, May 05). Application of the EPI method to the image determination. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/application-of-the-epi-method-to-the-image-determination


Research papers

Application of the EPI method to the image determination (Spanish)

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as...

Catalogue: Latin America 1991: Exchanging Experiences
Author: Enrique Ortega
May 5, 1991
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Citation

Ortega, E. (1991a, May 05). Application of the EPI method to the image determination (Spanish). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/application-of-the-epi-method-to-the-image-determination-spanish-


Research papers

Information theory versus factor analysis in typology

Values and lifestyles are taking on an increasingly significant role in, product communication and environment design. Social, economic, demographic, anthropological changes lead to the differentiation of products and services that are targeted to a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Akin Alyanak, Erkani Keyman
September 1, 1990
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Citation

Alyanak and Keyman (1990a, September 01). Information theory versus factor analysis in typology. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/information-theory-versus-factor-analysis-in-typology