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Research papers

Radio audience measurement in the future

This paper first reviews the overall nature of audience measurement of radio into which context the potential for a meter based solution can be set. It considers the nature of task that radio research faces, identifies the different sources of...

Catalogue: 2nd Radio Research Symposium
Author: Roger Gane
June 15, 1997
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Citation

Gane, R. (1997a, June 15). Radio audience measurement in the future. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/radio-audience-measurement-in-the-future


Research papers

Conjoint analysis

This paper begins by discussing the components of a conjoint paradigm and the alternatives within each. This is done to introduce a discussion of three issues: the concept of a “best” paradigm, the use of preference share as a predictor of...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Author: Roger Brice
June 15, 1997
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Citation

Brice, R. (1997a, June 15). Conjoint analysis. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/conjoint-analysis


Research papers

Integrated marketing communications starts with print plus television

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Alan Smith
June 15, 1997
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Citation

Smith, A. (1997a, June 15). Integrated marketing communications starts with print plus television. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/integrated-marketing-communications-starts-with-print-plus-television


Research papers

Subscribers and their magazines (Spanish)

The media research information about the magazine market-oriented medium has evolved in the sense of scaling up the public-lexicon of its socio-economic characteristics. The information we have today revolves around "who" and "how many" read. And...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Maria Luiza Antunes, Marcello Augusto Alvarenga, Katsura Nakamura Eguti
June 15, 1997
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Citation

Antunes, Alvarenga and Eguti (1997a, June 15). Subscribers and their magazines (Spanish). ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/subscribers-and-their-magazines-spanish-


Research papers

The perception of new clinical entities

The most crucial time for close co-operation between clinical research and marketing research is during phase II and early phase III of clinical development. In these phases of development it is necessary to compare the new substance with similar...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Raf De Wilde, Barbel Matiaske
June 15, 1997
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Citation

De Wilde and Matiaske (1997a, June 15). The perception of new clinical entities. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-perception-of-new-clinical-entities


Research papers

Optimising performance and profitability of retail stores

This paper will present a method of assessing the performance of each store in a chain to determine the optimum performance potential and identify opportunities to improve performance. It will illustrate how this technique has been successfully used...

Catalogue: Seminar 1997: The Changing Retail Scene
Author: Douglas Parker
Company: Douglas Parker Associates (Pty) Ltd.
June 15, 1997
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Citation

Parker, D. (1997a, June 15). Optimising performance and profitability of retail stores. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/optimising-performance-and-profitability-of-retail-stores


Research papers

Advertising increases market shares and media mix achieves most

There are still controversial opinions on how to quantify the contribution of classical advertising to market success. The development of advertising-effect-formulas, considering the calculable relationship between advertising expenditures and market...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Adrian Weser
June 15, 1997
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Citation

Weser, A. (1997a, June 15). Advertising increases market shares and media mix achieves most. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/advertising-increases-market-shares-and-media-mix-achieves-most


Research papers

Evolution of the retail structure in Hungary

There are some geographical regions where the changing retail scene was, or is, a kind of revolution. The central and eastern European countries go from centrally planned and supplied retail systems through privatisation to the phase of initial trade...

Catalogue: Seminar 1997: The Changing Retail Scene
Author: Eva Nevihostenyi
June 15, 1997
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Citation

Nevihostenyi, E. (1997a, June 15). Evolution of the retail structure in Hungary. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/evolution-of-the-retail-structure-in-hungary


Research papers

When marketing is a matter of life and death

The AIDS epidemic does not only struggle for supremacy within the bodies of those who have the disease. Its power and its mythology have also entered the psyches of virtually everyone, at least in the United States. The virulence of the disease...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future
Authors: Hazel Kahan, Dave Mulryan
June 15, 1997
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Citation

Kahan and Mulryan (1997a, June 15). When marketing is a matter of life and death. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/when-marketing-is-a-matter-of-life-and-death