Resources Library by ANA

Scan 5000

Scan 5000 is the first service tracking permanently consumer consumption and causal data related to the store where they are used to buy. In fact, only 6 % of the household are visiting occasionally large surface stores. In average, a french...

Catalogue: ESOMAR Congress 1988

Authors: Marc Gauguier, Alain Pioche

Company: Nielsen

September 1, 1988

The three masks of Eve

The union of these two concerns: growing importance of the woman in the labour and consumption market and the discussion about the representation of the woman in advertising, has led us to prepare this paper which gathers inputs that we received from...

Catalogue: ESOMAR Congress 1988

Author: Jaime Troiano

September 1, 1988

Organisational culture and marketing efficiency

This paper discusses the significance of various theoretical and methodological approaches to the concept of organisational culture with respect to the marketing activities of a company. Emphasis is placed on the marketing staff’s function as a...

Catalogue: ESOMAR Congress 1988

Authors: Ulli Arnold, Andras Bauer

September 1, 1988

Beyond old and new

As more qualitative approaches become available, through imports and innovation, and as persuasive qualitative agencies tend to brilliantly argue for their specific methods, there seems to be a need for some clarification. The view that a given...

Catalogue: ESOMAR Congress 1988

Author: Olwen H. Wolfe

September 1, 1988

Cohort analysis (German)

In the next decades a dramatic change in the age composition of the populations of western societies will occur. The proportion of older people will increase due to declining birth rates after a baby boom. For products whose consumption is contingent...

Catalogue: ESOMAR Congress 1988

Author: Hans Georg Prester

September 1, 1988

Economic reforms in the East

Economic reforms taking place in many Eastern countries try to break up with a dogmatic conception of the market, planning, property, securities, entrepreneurship, marketing and franchising. Many of the ideas that until recently were strongly...

Catalogue: ESOMAR Congress 1988

Authors: Mile Jovic, Zivorad Zlatkovic

September 1, 1988

The contribution of consumer research to the development of an international advertising campaign: The man from del Monte

This paper describes the major contribution made by consumer research to the development and evaluation of an international advertising campaign which has now run successfully in nine countries. The research contribution covers both pre-testing and...

Catalogue: ESOMAR Congress 1988

Author: D. Jerry Lovatt

September 1, 1988

Simulated test markets

Simulated test markets (STM's) have developed extensively over the last 20 years; geographically, across product categories and at different levels of product development, i.e. from concept board to final marketing mix. Essentially all STM's...

Catalogue: ESOMAR Congress 1988

Authors: Carlos Harding, Bernard Nacher

September 1, 1988

The challenge of globalization to marketing research

Economic integration is a worldwide phenomenon but is a sequel to profound technological changes. The present international integration repeats what happened when local markets began to take regional/national dimensions. We are now on the way to...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Jacques E. Andriessens

June 26, 1988