Resources Library by ANA

Controlling the uncontrollable

This paper discusses the advantages and disadvantages of Web surveys and presents a design to reduce some of the inherent problems. This design is tested and evaluated. The aim is to control the uncontrollable sample that is the Internet population ...

Catalogue: The Worldwide Internet Seminar 1998

Author: Micael Dahlén

June 15, 1998

Generation Golf

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target...

Catalogue: International Automotive Marketing Conference 1998

Authors: Sven H. Becker, Rolf Dielenschneider

June 15, 1998

The toughest challenge

This paper discusses the method developed by Nielsen Media Research to gather out-of-home television viewing for children in daycare, school and other situations. Utilizing a personal diary data collection tool, information was gathered from families...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Rachel Mueller-Lust

Company: Nielsen

June 15, 1998

Using marketing models for new product development in Asia Pacific

Unilever has actively launched new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Roger M. Brookin, Oscar Schneersohn

June 15, 1998

The myth of king super Midas

The United States trails most of the advertising world in the use of optimizers, the author believes, because of the complexity of its TV market with literally hundreds of suppliers and rapidly changing costs. But it is this very complexity that...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Erwin Ephron

June 15, 1998

Television meters of the future

This paper is designed to provide a summary of the various meter systems from eight companies which will present products at this seminar. First, the purpose of television meters and three new meter philosophies are identified and subsequently, the...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Leendert van Meerem

Company: GfK

June 15, 1998

The Arbitron multi-media personal portable meter

In the 1970s, 1980s and early 1990s Arbitron was a significant provider of formation in the field of audience measurement of television (diaries, set meters and people meters) and radio (diaries). In order to develop a Complete economical multi-media...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Ronald S. Kolessar

Company: Nielsen

June 15, 1998

The brand choice and quantity model

Traditionally, application of household panel data is almost completely limited to more or less descriptive purposes, like demographic consumer profiles, brand switching behaviour or parallel usage. Although the information drawn from these analyses...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Axel Tenbusch

Company: Nielsen

June 15, 1998

The future role of telecom managers

This paper describes possible future developments for telecom managers due to paradigm changes in the telecommunications world and corresponding organizational scenarios within the companies. The results are based on desk research a quantitative...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Gerda Jung, Axel Brinkmann

Company: GMS Dr. Jung GmbH

June 15, 1998