Resources Library by ANA

Human motivation and quality marketing in a changing world

We are all aware that our world is changing rapidly and significantly. This is true on every level—individual, family, community, organisational, cultural and global. In this paper I focus on the individual and global levels, as they are...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Barry McWaters

June 15, 1983

Pre-testing with rough prototype commercials

Pre-testing with rough prototype commercials is now an established procedure for U.S. advertisers and agencies. Rough prototypes, of the animatic artwork, still photo or live action "rough cut" variety can be inexpensively produced and evaluated for...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Author: Harold M. Spielman

June 15, 1983

Predicting the sales potential of new products

The paper reviews the applicability of the main market research methods which predict the sales potential of new products in fast-moving consumer goods markets. In particular, it examines a class of techniques - Simulated Test Markets - usage of...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Simon Godfrey, Jon Wilkinson

June 15, 1983

Comparability in the measurement of advertising persuasion

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Arne Krogh Nielsen, Lorenz C. Andersen

June 15, 1983

Comparative industrial buying patterns in high level economies

Despite the fact that well over 1000 articles appeared on industrial purchasing in the past two decades, relatively little progress has been made toward understanding and predicting buyer behaviour patterns. The key reason for this phenomenon, in our...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Peter M. Banting, David Ford, Andrew C. Gross, George Holmes

June 15, 1983

Welcome to the conference

Opening speech to the Conference from the Committee.

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Authors: Eugene J. Kelley, Winston Wood, Kazuaki Ushikubo, Michio Torii, Ivor Shalofsky

June 15, 1983

What's happening out there?

The title of this paper is a pun on two aspects of Market Research. The first aim is to examine the way in which research in the Pharmaceutical industry differs from conventional Market/Consumer/Media research. The second aim is to to review in some...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Author: Mark Katz

June 15, 1983

Reliability and sensitivity of research surveys

Elements of the design and operation of large scale surveys introduce sources of error not adequately dealt with in normal textbook formulae. Nevertheless, it is often possible by comparing the results of replicated surveys to arrive at objective and...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Norman L. Webb

Company: Gallup International Association

June 15, 1983

Strategic planning and visual communications

The paper seeks to demonstrate that research continues to play an important role in the development, execution, and refinement of marketing strategies made manifest through visual communication. Interest in such research appears to be growing, not...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Marlyn (Mim) Ryan

June 15, 1983