Resources Library by ANA

Alcohol drinkers in Japan

This paper proposes a new technique for measuring consumer's attitudes which might have fuzzy characteristics. In most of the traditional market segmentation, multidimensional configurations are initially divided into several discrete clusters and...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Hirohiko Asano

Company: Nippon Research Center Ltd.

September 1, 1992

The brand triad in Europe

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Eckhard Korf, Harald Kunzer, Rolf-Rudiger Nausch

September 1, 1992

Domain specific market segmentation

Market segmentation can be considered as one of the most fundamental concepts of modem marketing. If you're not thinking segments, you're not thinking marketing. The selection of a basis for segmentation is required. In the sixties and seventies,...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Hans Elzinga, Alfred E. Bronner

Company: Veldkamp Marktonderzoek

September 1, 1992

Consumer expectations in an emerging market

The historic changes in Central Europe have opened up new worlds and opportunities for its peoples. The paper's objective is to prove that it is possible to conduct research with both sensitivity and insight in an emerging economy - research which...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Piotr Kwiatkowski, Michel Olszewski

Company: KANTAR TNS Malaysia

September 1, 1992

Psychographic analysis of the Mexican

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Abraham Nadelsticher, Fausto Rivero

Company: Nestlé

September 1, 1992

The expectations and values of consumers of dairy products

This study was carried out by the interprofessional committee for dairy products CIDIL (Comite Interprofessionnel des Industries Laitieres) in order to define the set of values underlying the attraction to various dairy products, in particular for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Eric Stemmelen

Company: KANTAR TNS Malaysia

September 1, 1992

Random digit dialling crosses the Atlantic

We have devised and developed a new method for creating random digit dialling samples for telephone surveys in our agency. The method itself, which we have named ‘Number Propagation’, is very simple. We take the phone numbers of respondents...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Ruth Deacon, Martin van Staveren

September 1, 1992

Reality meets expectation

The presentations this morning will give you, what I would call, a more detailed flavour of Latin America. When you intend to market consumer goods in Latin America, you should really forget about your experience in Europe. As you probably have...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Cees de Soet

Company: Heineken

September 1, 1992

Talking to Brazilian women: 30 years of history

Studies that track te are not very frequent are very common in th hard to find in that behaviour and advertisively, approaches to our intention was to analysis of what might happen in the long term. The objective of the product categories (food, home...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Cecília Russo, Jaime Troiano

September 1, 1992