Resources Library by ANA

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Susanna Segnit, Simon Broadbent

June 15, 1980

Development of a self-completion media questionnaire for magazines

The present report describes a new system of questioning for self-completion media questionnaires in which all instructions were expressed in terms of symbols. The questionnaire as it has been drawn up was considered easy to understand by the persons...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Dieter Müller-Veeh

June 15, 1980

Methodical test to probe the usefulness of surveys bases on self administered and phone interviews to analyse the competition between local banks

This contribution describes a methodological test conducted by the Institut fur Demoskopie Allensbach in conjunction with Produkt+Markt, Gesellschaft fUr Marktforschung und Markefing-Planung mbH & Co. and commissioned by the Association of German...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Herbert Geiger, Edgar Erben

June 15, 1979

Methodical test to probe the usefulness of surveys bases on self administered and phone interviews to analyse the competition between local banks (German)

This contribution describes a methodological test conducted by the Institut fur Demoskopie Allensbach in conjunction with Produkt+Markt, Gesellschaft fUr Marktforschung und Markefing-Planung mbH & Co. and commissioned by the Association of German...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Edgar Erben, Herbert Geiger

June 15, 1979

Research and the democratic process

While the buyers of goods and services usually rely on solid quality criteria to check the quality of what they buy, the clients of consulting service enterprises, such as market or opinion research firms, rarely do so. As a result, the clients make...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Elisabeth Noelle-Neumann

March 1, 1979

Testing children

The aim of this paper is to look into the possible relationship which exists between market research and product development on the one hand and the market success of newly launched products on the other. The author is going to present a case study...

Catalogue: Seminar 1978: Researching Children

Author: Gernot Schwentner

Company: Unabhängiges Meinungsforschungsinstitut INFO GmbH

October 1, 1978

Marketing management information systems for market-oriented companies in centrally planned economy

At the beginning the formulation of a strategy of development of an economic system is presented as a background for Harkoting Information Systems being discussed in this paper. Using' the same illustration I will try to explain the process of...

Catalogue: Seminar 1977: Marketing Management Information Systems

Author: Janusz W. Gociski

June 15, 1977

The consumer appeal of on-pack offers

The major purpose of this paper is to provide a particular illustration of the testing and evaluation of one type of sales promotion scheme - the on-pack offer. In itself, it points to some of the difficulties of evaluating sales promotion...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Derek C. Martin

June 15, 1971

The question of requisite random test evaluation in written surveys

Following a series of investigations undertaken into the methods of written surveys by the authors, this argument can be viewed as correct only up to a certain point. When written surveys are entailed , the requisite degree of evaluation is dependent...

Catalogue: The European Marketing Research Review 1969

Authors: K. M. Bolte, H. J. Richter

August 1, 1969