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Research papers

Backwards segmentation using hierarchical clustering and Q-factor analysis

Two basic questions facing the researcher when dealing with backwards segmentation relate to the choice of the data handling technique and the choice of variables to work with. The findings reported here suggest that the latter question is far more...

Catalogue: Seminar 1972: Segmentation And Typology
Author: Flemming Hansen
June 15, 1972
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Citation

Hansen, F. (1972a, June 15). Backwards segmentation using hierarchical clustering and Q-factor analysis. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/backwards-segmentation-using-hierarchical-clustering-and-q-factor-analysis


Research papers

Towards a formal definition of typology and segmentation

The words "Typology” and "Segmentation" are now widely known and used by everybody. However, it seems that it is not always easy to give them a clear and precise meaning. The aim of this paper is to try and focus ideas by proposing a tentative...

Catalogue: Seminar 1972: Segmentation And Typology
Author: Jean Francois Canguilhem
June 15, 1972
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Citation

Canguilhem, J. F. (1972a, June 15). Towards a formal definition of typology and segmentation. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/towards-a-formal-definition-of-typology-and-segmentation


Research papers

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: A. B. Cowling
Company: KANTAR TNS Malaysia
June 15, 1971
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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning