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Research papers

Consumer panel with children and young people

The importance of children and young people as autonomous consumers has increased rapidly during the recent decade. In some markets they are responsible for most of total turnover and in others they are in an important segment now. To avoid lack of...

Catalogue: Seminar 1980: Children And Young People
Author: Joachim G. Baum
Company: GfK
June 15, 1980

Research papers

Do we need panel rotation?

Since January 1 st 1985 GfK TV Research has been carrying out continuous TV audience research in the Federal German Republic and (West) Berlib, at first on behalf of the public-service TV stations, ARD/ARW and ZDF, and meanwhile also for the two...

Catalogue: Seminar 1990: The Quality Of Media Information
Author: Lars Gibbe
Company: GfK
June 15, 1990

Research papers

Consumer attitudes toward marketing activities

The study presented here is an inventory of how the consumer experiences and evaluates modern marketing. Material presently available regarding this question consists mainly of theoretical treatises, hypothesis and, above all, opinion. Consumer...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Andreas Winkler
Company: GfK
September 1, 1974

Research papers

The Austrian nuclear power referendum and its influence on the Austrian general elections in May 1979

The outcome of the Austrian national referendum against the operation of the nuclear power plant in Zwentendorf did not only turn out as a surprise for the Austrian political scene but has also been referred to, as a remarkable event on the...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls
Authors: Ernst Gehmacher, Fritz Plasser
Company: GfK
June 15, 1980

Research papers

Life-style of the elderly in Austria (German)

Partial results of a comprehensive life-style study are presented here. The subsample of 50-to-75-year olds (n=1.500) was subjected to a cluster analysis with the help of 28 variables. Two of the five resulting clusters characteristically...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rudolf Bretschneider
Company: GfK
June 15, 1989

Research papers

Integrated measuring of the effects of marketing mix variables with special emphasis on the elements of the communication mix

Effective marketing plans are key to product success in today's mass markets. And whether they are effective or not is - to a large extend - determined by the consumer and his reaction to it. For the marketers of consumer goods this means they have...

Catalogue: ESOMAR Congress 1989
Author: Petra E. Schauenburg
Company: GfK
September 1, 1989