Resources Library by ANA

Multi-dimensional preference analysis

Over the last ten years major progress has been made in the area of multidimensional preference models and related measurement and analysis procedures. This has resulted in a rich collection of models and methods that can give very valuable insights...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Berend Wierenga

September 1, 1980

Advertising expenditure- advertising effect (German)

The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Arthur Juchems

September 1, 1980

Competence of marketing research within larger companies

The role of marketing research within larger companies varies widely. The aim of this paper is to evoke a discussion on ways to improve the status of the company researcher in the decision making process. The paper describes the place of marketing...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: B. A. Devin, F. Maat, M. C. Leitner, R. Mielke

Company: The Coca-Cola Company

September 1, 1980

How reliable are portfolio tests?

One of the oldest techniques to test the level of attention of advertisements, yet nevertheless still often in practice today, is the portfolio test: the test person goes through a folder usually containing 10 advertisements. Afterwards it is...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Jörg Rehorn

September 1, 1980

The effect of the quality and quantity of interviewers on quality and quantity of data

Our contribution on the subject of interviewer variability is made in the spirit of the opening quotation made and endorsed by two leading authorities in the field: conscious that we can add only a small part to the fabric of knowledge, but...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: John A. Bound, John Freeman, John Mumford

September 1, 1980

The transferability of rating scale techniques to an African population

The purpose of the study was to select the most appropriate scale for the measurement of Africans' satisfaction with their transport services. Four types of scale (verbal, numerical, visual and graphic) were selected. Two types of each of these...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: N. Morris, Pat van der Reis

September 1, 1980

From purchasing panel to consumption panel

This paper is a description of an actual case history, and concerns a consumption panel as opposed to the traditional purchasing panel. Consumption in this case covers food and drink, but the technique can equally be applied to other fields. It...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Alain Kling

September 1, 1980

Respondent reaction to computer-interactive interviewing techniques

Computer-interactive (electronic) interviewing shows promise of producing higher levels of respondent interest fewer errors, and data with breadth and richness unattainable through conventional means, all at comparable cost. The Xerox Corporation...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: James N. MacBride, Richard M. Johnson

September 1, 1980

From purchasing panel to consumption panel (French)

This paper is a description of an actual case history, and concerns a consumption panel as opposed to the traditional purchasing panel. Consumption in this case covers food and drink, but the technique can equally be applied to other fields. It...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Alain Kling

September 1, 1980