Subject Index
 

Today, the traditional pen and paper method of data collection in consumer panels faces many problems. The paper describes how to use technology to cope with these problems. New technology can be used ...

Historically manufacturers have demanded that research suppliers should provide broader and deeper insight into the habits of the hypermarket shopper because this is the area over which they have trad ...

This issue of Best Practice looks at the best-known tools for monitoring and evaluating communication campaigns. It covers the two main uses of tracking studies: measuring exposure to the advertising ...

The paper describes an example of a business application created from an existing retail audit panel by combining the data and on a transversal axis, expanding the scope used in traditional retail aud ...

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) meas ...

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – ...

In this final article on advertising research for the third millennium Spike Crampthorne asks readers to consider the approach to advertising research in 1982 and shows that views widely held at the t ...

Some criticism has been raised that tracking systems are inefficient (and do not provide the information needed) when making important media strategy and optimisation decisions. 0MD Denmark has been w ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1982, Zufr ...

Consumer liking of an ad does not cause noting, neither does noting cause liking. Usage causes both. Moreover many advertising models work in a linear way by pushing consumers up a hierarchical ladde ...

The paper reviews the developments which have taken place in the retailer panel services in the late '80s and early '90s, with specific reference to the move from retail audits to scanning based servi ...

'Research is the seeking for fundamental principles. It is the search for laws governing ... behaviour. The successful results of research have enduring value in explaining and predicting what happens ...

This paper examines retail research in China, concentrating particularly on consumer electronic products. It investigates three main topics: why devlop such research; the operational issues; and the a ...

This paper covers the development of the Continuous Tracking Survey (CTS), a new instrument created for the European Commission to monitor public opinion in the European Union. The survey is carried o ...

Car advertising provides a privileged field to analyze how advertising works, given the weight of the investments, and the level of consumers' involvment. For 10 years, B.V.A. has collected data on se ...

The author, writing from the point of view of a world-wide fmcg company with a huge annual marketing spend in Europe, discusses the `data revolution' resulting from scanners, and some of the problems ...

There may be no major recipe for massively successful long-running surveys like the Target Group Index, or America's MRI. But the author of this paper created each of these. Moreover, his modestly tit ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

The Information Manager at Levers complains that the activities of the Market Research Society seem increasingly irrelevant to her job. In particular, much more attention needs to be paid to continuou ...

An update on continuous retail auditing from the perspective of Nielsen, covering the scanning revolution and its effects: on the retail trade, on consumer panels, on the cost structure of continuous ...

The fusion development work is being undertaken jointly by the two publishing companies Axel Springer and Heinrich Bauer, in cooperation with two private TV stations SAT.1 and PRO-7. The fusion proce ...

This paper outlines the 11,000 annual personal interview research study which has been run by Burda since 1974 and designed to collect a wide range of consumption, ownership, media use, attitude and ...

After a review of existing single source research facilities in France and elsewhere, this paper describes a new research facility, Mediascann, recently launched by Editions Mondiales, the fourth larg ...

Based on their ad campaign tracking experiences over 20 years, Millward Brown now believe that in one vital respect much research evidence has systematically underestimated the extent to which magazin ...

This article from Nielsen, adapted from a paper read at the Advertising Association's conference 'The Outlook for Advertising and the Media in 1993' discusses the changing scene in grocery markets and ...

The article summarises the statistical evidence about how research is used by its users: what do we know about the buyers, how much do they spend, what proportion of their marketing budgets, how profi ...

This article describes the revolutionary changes taking place in continuous market research, especially with scanning data and the development of electronic databases. The main factors are better and ...

Produced for the UK Advertising Association this is primarily a book on the theory of how advertising works, but a theory based on a lifetime of experience conducting commercial research studies into ...

Reply to paper by Feldwick, Cook and Carter (which won the Best Paper Award at the MRS Conference 1991, qv), which commented critically on the Millward Brown Awareness Index. In answering the critici ...

The author brings us up to date on the development of EPOS, consumer scanning and single-source data in Nielsen in Europe. EPOS combined with in-home information (Homescan) is producing much faster, c ...