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Research papers

A test of media effectiveness for Imperial Margarine

This paper describes the use of radio as well as television as an advertising medium and the resulting effect on sales of Imperial Margarine. A television-only market was used as the control. Radio ran at weight levels equal to television in one...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Authors: Sharon Paskowitz, Bill Bennett
Company: Nielsen
June 15, 1999
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Citation

Paskowitz and Bennett (1999a, June 15). A test of media effectiveness for Imperial Margarine. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/a-test-of-media-effectiveness-for-imperial-margarine


Research papers

Global research

This paper provides marketers and researchers with a greater understanding of response tendencies and the interpretation of market research across Latin American countries. It also considers cost trade- offs of testing in smaller markets and presents...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Leah Robinson
Company: Nielsen
June 15, 1999
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Citation

Robinson, L. (1999a, June 15). Global research. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/global-research


Research papers

Management of competitive information within a global company

Against the background of European integration and globalisation of the aerospace industry competitive intelligence receives new significance. More than ever before good knowledge of one’s competitors is essential if one wishes to succeed in...

Catalogue: Seminar 1999: Market and Competitive Intelligence
Author: Anke Sturtzel
March 1, 1999
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Citation

Sturtzel, A. (1999a, March 01). Management of competitive information within a global company. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/management-of-competitive-information-within-a-global-company


Research papers

Global developments in competitive intelligence

This paper presents an overview of the global developments in competitive intelligence and discusses the development of business intelligence/ competitive intelligence in North America contrasting the development with other regions of the world....

Catalogue: Seminar 1999: Market and Competitive Intelligence
Author: Ruth Stanat
Company: SIS International Research
March 1, 1999
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Citation

Stanat, R. (1999a, March 01). Global developments in competitive intelligence. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/global-developments-in-competitive-intelligence


Research papers

Using consumer panels in media research

This paper examines two distinct but related hypotheses: advertising does have short term effects; and incremental exposures do have incremental effect. This paper aims at tracking the effects of TV and press on the purchase of brands by an upmarket...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Ravi Moorthy, Praveen Tripathi
October 20, 1998
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Citation

Moorthy and Tripathi (1998a, October 20). Using consumer panels in media research. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/using-consumer-panels-in-media-research


Research papers

Data mining and market research

This article deals with the complementarity between market research and data mining disciplines that we consider to be distinct but interdependent with respect to the kinds of objectives and goals addressed the types of results obtained and the use...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Elisabeth Martine-Cosnefroy
Company: IFOP
September 1, 1998
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Citation

Martine-Cosnefroy, E. (1998a, September 01). Data mining and market research . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/data-mining-and-market-research-


Research papers

The search for knowledge

A combination of growing prosperity and technological advances has brought a vast increase in complexity to many markets. Inevitably this has had a major impact on market research. Many simple techniques which used to work adequately now no longer do...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Stephan Buck
Company: Kantar TNS
September 1, 1998
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Citation

Buck, S. (1998a, September 01). The search for knowledge . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/the-search-for-knowledge-


Research papers

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Khushi Khanna, Rama Bijapurkar
Company: PepsiCo
September 1, 1998
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Citation

Khanna and Bijapurkar (1998a, September 01). The glaring opportunity for value addition . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/the-glaring-opportunity-for-value-addition-


Research papers

The relationship between market research and competitive intelligence

The paper describes the relationship between market research and competitive intelligence and discusses the evolution of competitive intelligence: the definition the need it fulfills where it evolved and the penetration of the discipline by industry...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Ruth Stanat
Company: SIS International Research
September 1, 1998
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Citation

Stanat, R. (1998a, September 01). The relationship between market research and competitive intelligence. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/the-relationship-between-market-research-and-competitive-intelligence