Resources Library by ANA

Translating qualitative research findings into successful advertising and marketing action

The paper sets out to show the unique role that carefully executed qualitative research can play in providing a detailed understanding of consumer behaviour within a given market, and of the attitudes, imagery, wants and needs which underlie and...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Mary Goodyear

June 15, 1980

How research can help the creative man in advertising

This report of a discussion nearly thirty years ago contains more questions than answers. Would it he so different today ? It begins promisingly, with a creative man asking the questions. He breaks down the problem into the same three stages as in...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: H. Jones, Graeme Cranch, Henry Durant

June 15, 1980

Area tests and consumer surveys to measure advertising effectiveness

The problem considered here is the measurement of advertising effectiveness, especially when the results are to be used to help decide how much to spend and what media types to use. We have found two techniques useful: area tests; and consumer...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Susanna Segnit, Simon Broadbent

June 15, 1980

The democracy of opinion polls

Observation of the behaviour, attitudes and opinions, among other things, of a population can be done to achieve many objectives. Much of such studies belong to the field of market research, and much to social research. Opinion polling is included in...

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls

Author: Norman L. Webb

Company: Gallup International Association

June 15, 1980

New product development in an evolving market

This paper examines and discusses the new product marketing and research strategy in one of the largest and most successful food manufacturers in the U.K., Birds Eye Foods Limited. Three broad phases of new product strategy can be distinguished, and...

Catalogue: Seminar 1979: New Product Development

Authors: Michael J. Riddle, Jonathan Wilkinson

October 1, 1979

Qualitative research into Lotus Bathrooms

Lotus Bathrooms are considering the introduction offive completely new and unique bathroom suite colours inthe United Kingdom. Lotus Bathroomswished to test the five new colour variants.The objective of the research was: to evaluate in the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

October 1, 1979

Methodical test to probe the usefulness of surveys bases on self administered and phone interviews to analyse the competition between local banks

This contribution describes a methodological test conducted by the Institut fur Demoskopie Allensbach in conjunction with Produkt+Markt, Gesellschaft fUr Marktforschung und Markefing-Planung mbH & Co. and commissioned by the Association of German...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Herbert Geiger, Edgar Erben

June 15, 1979

Researching a complex social problem

The present paper describes a programme of research set up to aid decision-making about the potential use of advertising to combat vandalism. Starting from a review of the current state of knowledge, research was designed to fill in some of the gaps...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Sally Stainforth, Tony Twyman

June 15, 1979

James Watney campaign research into revised commercials

Following the initial research into the proposed James Watney corporate campaign (/May 1979), the scripts were revised and three new commercialsproduced. The objectives of this research wereto evaluate these new commercials, against thecriteria...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 1, 1979