Resources Library by ANA

Multivariate mapping

In Market Research, data which is multivariate in nature is often generated. For example, in a Brand Association study the associations of brands with a variety of attributes are measured and in a Usage and Attitudes survey information regarding the...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Authors: Susan Stanley, Anthony Khan

Company: Unilever

June 15, 1992

Project of an international marketing information system

In the beginning 80's Henkel developed the idea of real international Marketing (Brands, Concepts), and Sales Managers started to define international concepts for Account Management. To support this strategy, Henkel launched in 1987 the project of...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Author: Eric Bensimon

June 15, 1992

The value of incremental reach

Advertisers desire accountability for their media expenditures. Information Resources Inc. (IRI) findings and other studies highlight that a critical variable in explaining sales is prior brand purchase. Secondly, reaching more of the brand target...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Howard Kamin

June 15, 1992

Requirements for a future agricultural structure in the German federal state of Brandenburg

According to common understanding of the actual tasks of a Federal government system in West Germany, priority lies no doubtly in the smooth running of administration. If we were to compare the agricultural structure of the German Federal State of...

Catalogue: Seminar 1992: European Agriculture In Transition

Author: Jochen Pfeiffer

June 15, 1992

Build up of the Jacobs Suchard marketing research system - Integrating external and internal data

EDP ( Electronic Data Processing) is not a new thing in Market Research , analysing qualitative research data reaches back to the sixties, SPSS might be still in mind with some researchers. And also for analysing quantitative data, the first systems...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Author: Dennis Keunemann

June 15, 1992

Business-to-business segmentation

This paper moves from the consideration that a segmentation strategy proves efficient only if it enables the Company to offer to its Customers a set of benefits that match their needs and expectations. In business-to-business marketing this means...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Glauco T. Savorgnani

Company: DOXA

June 15, 1992

Audience estimates and stability

Audience estimates derived from data collected from meter households are provided daily and also cumulated over successive days to provide weekly, monthly, quarterly and annual audience estimates. The same estimates can be used to estimate change...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Ed A. Schilimoeller

Company: Nielsen

June 15, 1992

Audience reaction information

Channel Four is a U.K. national television channel, set up in 1982 and today accounts for around 10% of all viewing. It is financed from the sale of commercial airtime but it is not a private enterprise. It is, effectively, a public service...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Hugh Johnson

June 15, 1992

Adults and young teenagers

The objectives of the paper are: -Measure readership of most print media types such as dailies, weekly and monthly magazines. -Measure viewership of all television broadcast time segments and of video -Measure radio audience Compare press readership...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: Akram Raffoul

June 15, 1992