Resources Library by ANA

The effective use of the tools of analysis by marketing-mix (French)

The problem of identifying consumer-reaction to different variables and in particular to those of pricing policy cannot be solved through the traditional approaches used up till now. We put forward here elements of the answer to the fundamental...

Catalogue: ESOMAR Congress 1988

Author: Rudolf Lewandowski

September 1, 1988

The effective use of the tools of analysis by marketing-mix

The problem of identifying consumer-reaction to different variables and in particular to those of pricing policy cannot be solved through the traditional approaches used up till now. We put forward here elements of the answer to the fundamental...

Catalogue: ESOMAR Congress 1988

Author: Rudolf Lewandowski

September 1, 1988

Meeting the multi-national companies' demands for global advertising research tools

The outcome of the association between McCollum/Spielman and GfK has been a great delight. In addition to-giving us the opportunity to visit Jutland in the dead of winter nd Duseeldorf in the midst of a major snow storm, it has proved a stimulating...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: Harold M. Spielman, Hans Heyder

Company: GfK

June 15, 1988

INF*ACT workstation

INF*ACT Workstation enables the marketing professional to be more productive and effective in analysing and presenting data. In order to achieve this, INF*ACT Workstation brings together all the key marketing analysis tools and makes the interface...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research

Author: Thomas R. Ottinger

Company: Nielsen

June 15, 1988

Moving forward with innovative research technology

In this paper, the authors take as their theme the growth of new product development research technology, and in particular simulated test market modeling in the U.S.A. Emphasis is not placed on the various models themselves but on the uses and...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Authors: David Pring, Robert J. Burgess

June 15, 1988

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

Testing marketing action with scanning data

The constantly developing equipment of outlets in electronic check-outs offers new possibilities of responses to manufacturers' information needs. In fact, the installation of test zone like the SECODIP SCANNEL proves, at the same time, the dynamism...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Denis Bied-Charreton, Isabelle Le Roy

June 15, 1988

PC inf+act

Inf*Act is a marketing information system launched by Nielsen 14 years ago. It moved into Europe in 1980 and it is now used by 150 companies throughout Europe. It was introduced in a specific user and data environment and has offered access and...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User

Author: Thomas R. Ottinger

Company: Nielsen

June 15, 1987

A new tool for concept testing in services

Concept testing in the field of services is not yet fully developed. That is why SOFRES and the BUY © TEST network all over the world propose a new tool: the CHOICE © Test. CHOICE © is basically a quantitative method but brings also many...

Catalogue: Seminar 1987: Strategies For Service Management

Authors: Dominique Saint-Paul, Michéle Monin-Poucin

Company: KANTAR TNS Malaysia

June 15, 1987