Resources Library by ANA

Marketing research as a basis for the structuring of a sales and service organisation

This paper describes how a low-budget industrial marketing research programme was carried out and used in order to provide a basis for the structuring of a field sales organisation in a Norwegian company, NOREMA A/S, which is market leader in the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Ragnar Carelius, Bjørnulv Mortensen

June 15, 1977

An integrated marketing planning system

In a marketing-oriented company producing fast-moving consumer goods, the role of the Marketing Department in developing the budget is central, but it must be carried out within the constraints constituted by the needs and capacities of other...

Catalogue: Seminar 1977: Marketing Management Information Systems

Authors: Derek Bloom, Michael Stewart

June 15, 1977

Market mechanics 2

One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Wilfried Wenzel, Heino Stöwsand

June 15, 1977

The use of a panel in monitoring holiday planning decisions

This paper explains how a specially designed personal interview panel of 550 households was established in Britain to monitor the timing of holiday planning decisions during the December 1976/ June 1977 period.

Catalogue: Seminar 1977: Travel And Tourism

Author: Peter B. Hodgson

June 15, 1977

The use of research in socio-political decisions

The authors put forward a personal view of the development of social research in Italy since the end of World War II. They describe some of the difficulties inherent in commissioning and interpreting this type of research. Examples are given about...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Vincenzo Cesareo, Patrick G. M. Standen

June 15, 1977

Secure procurement

In recent years with growing pressure on profits and (at any rate in the U.K.) state interference in price-fixing, many companies have been devoting more attention to the need to develop procurement policies: skill and foresight in purchasing often...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Howard Biggs, David J. Corbett

June 15, 1977

Poundsaver

The paper describes the central role which research has played in the development and evaluation of a possible new product structure for British Airways services between the UK and Europe. The airline was carrying out a major review of its marketing...

Catalogue: Seminar 1977: Travel And Tourism

Authors: Paul Handley, Frank Macey

June 15, 1977

Strategies for management use and system survival for marketing information systems

This paper describes the evolution from a longitudinal consumer panel to the planned development of an integrated Marketing Management Information System. AT&T's ten years experience with centrally developed marketing information systems is...

Catalogue: Seminar 1977: Marketing Management Information Systems

Authors: A. Marvin Roscoe (Jr.), Jagdish N. Sheth

June 15, 1977

The sources of bias and their control in group depth research

Because of the qualitative nature of group discussions, they are often the subject of debate centering around two major issues. First to what extent are the results generalizable to the real world (external validity) and second what effect do certain...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Al C. Farrell

Company: Molson Coors

June 15, 1977