Resources Library by ANA

Challenges of market research by the limits to growth

Over a period of 25 years we have experienced a steady growth of consumption and waste in our industrial societies. Now, a reversal of this trend is going on. Deficits and deficiencies of the industrial societies are growing. Crucial points in the...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Ulrich Jetter

September 1, 1974

Marketing & the consumer

In the following paper some remarks are made about the general theory of consumerism and about studies which have been publicised. In this paper we shall show some results of the study, focussed on the relations between criticism of advertising and...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: John Knecht, Peter H. van Westendorp

September 1, 1974

Graduate business schools images

Within the context of brand image measurement, this paper presents the results of a comparative analysis of two methodological procedures selected for their widely different approaches towards the measurement problem. More specifically, spatial...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Bernard Dubois, Yves Evrard

September 1, 1974

Segmentation analysis of international markets

In this paper the role of segmentation in the international marketing planning process, and some factors affecting the choice of foreign markets and international marketing programs, will be discussed from a strategic point of view. The purpose of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Leif Lehtonen

September 1, 1974

The use of marketing research in large French companies

One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Patrick Le Maire, Yves Evrard

September 1, 1974

The application of opinion polls in legal practice (German)

During the last 20 years, the application of opinion polls has become an essential component of legal practice in matters concerning the protection of industrial property. In other legal sectors, for instance civil or penal law, the application of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Dietrich Gorny

September 1, 1974

A strategic approach to marketing targets

One of the most essential aims of a market survey is to provide precise information on the segments which should be taken by an existing brand as marketing targets. A bibliographical survey of the work done on that problem in the past twelve years...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Michel Hugues

September 1, 1974

The telephone in consumer research

If someone asks for a recommendation on interview technique the consumer researcher will probably mention personal, postal and telephone in that order. If someone ask specifically about telephone interviewing the researcher will probably say "quick...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: David Miln, David Stewart-Hunter, Len J. Marchant

September 1, 1974

Segmentation of the pleasure travel market to Europe

On the basis of this pilot study, we can definitely say that attitude segmentation exist in this market. We can indeed locate and delineate segments of travellers who share a particular orientation towards travel and who differ from other segments in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Edward Berrol

Company: Ogilvy

September 1, 1974