Resources Library by ANA

Information based decision making in pricing

This paper discusses two well-known experimental procedures which can be used as a basis for demand-oriented pricing, v.z. Gabor-Granger-procedures and Brand Price Trade Off-analyses. It demonstrates our experiences with these methods, while the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Peter S.H. Leeflang, Michel Wedel

June 15, 1993

Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach

The main objective of this paper is to present a set of non-parametric tests that allow the analyst to detect the presence of purchase-event feedback. The principle is to set aside the potential impact of heterogeneity by analysing data at the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Gilles Laurent, John D. C. Little, Isabelle Le Roy

June 15, 1993

A new approach to measuring the customer's relationship with the brand

The paper describes a research tool- the Conversion Model -which is now being widely used in the USA, but is still relatively unknown in Europe. Essentially what the model does is to define the people in any given universe according to their...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Roger S. Parkyn

June 15, 1992

Optimization of distribution channels

The distribution is analysed traditionally by two types of modeIs. The first type is economic. The economists have tried to justify the agents ' presence in the distribution channels. Two functions are filled by the intermediaries for the exchange of...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Author: Bertrand Venard

June 15, 1992

Change will be standard

Financial Services Companies (FSC’s) are facing a decade in which change will be standard and business as usual the exception. To cope with that situation FSC’s must explore marketing and information technology in an explicitly different...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Author: Joseph L. Nuissl

June 15, 1992

Adapting consumer choice modelling for the pharmaceutical industry

The authors discuss the development of a flexible Attitude -to - Behaviour model, originally developed to explore viable product developments in the communications market. The model has been applied to pharmaceutical marketing research, using patient...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Authors: Eric Willson, Kevin Mahoney

Company: KANTAR TNS Malaysia

June 15, 1991

Implications and applications of trend analyses in radio research

The present paper is designed to serve as model and representation of a continuous investigation of the radio listening trends, and as such it shall contribute to the discussion about the advancement of radio programme investigations. The first step...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Rainer Arenz

June 15, 1991

Models of the advertising process

In 1967 I gave a paper with the title "What do we know about how advertising works?" to an ESOMAR seminar on advertising research. That paper queried a number of assumptions about advertising which were then still prevalent: such as advertising as...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Author: Timothy Joyce

June 15, 1991

A market model used to develop the positioning platform for a new antihypertensive

The paper is divided into two parts. The first part explains the market model used to represent the antihypertensive market in Italy. The model takes into account the nature of the prescribing situation and its anomaly with respect to many consumer...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: Nigel J. Burrows

June 15, 1991