Resources Library by ANA

Measuring a multi-country specialist audience: The international air travel survey

Frequent international air travellers are, by their very nature, very difficult to research using in-home or in- office survey techniques. The International Air Travel Survey (IATS) was developed two years ago as a means of effectively researching...

Catalogue: Seminar 1988: Media And Media Research

Authors: Peter A. Rusby, Brian Shields

June 15, 1988

Repositioning a brand to include the service element

This paper is designed to demonstrate the contribution of a major research programme on decisions about national and local communications policies as well as on the organization of field operations. The paper is subdivided in four parts. Part I...

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

Author: Dick Hage

June 15, 1988

Research based consultancy for the public sector

This paper is based on 12 years experience of research and consultancy for the UK public sector in 'business markets' - those areas of public policy which are directed at, or derived from, business establishments. Examples of such policy areas are:...

Catalogue: Seminar 1988: Business To Business Research

Author: Andrew Robert McIntosh

June 15, 1988

Electronic single source consumer panels

During the past decade, electronic measurement has clearly demonstrated its ability to satisfy the growing information needs of the advertising industry in the United States. The growing array of innovative electronic consumer data collection devices...

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

Author: William F. Mckenna

June 15, 1988

From agency to consultant

This paper has the appearance of a check list. It might well serve that purpose for a market research agency when composing a more or less standardised offering to the parties in a given marketplace. In the context of this seminar it is meant to make...

Catalogue: Seminar 1988: Business To Business Research

Author: Kees Fiolet

Company: IBM Corporation

June 15, 1988

Business requirements and future expectations in competitive bank services

An experimental study on attitudes towards time and on the behavioural implications of such attitudes was conducted on 46 staff members of an Italian bank. The methods used were a Semantic Differential (SD) composed of three stimulus words (the past,...

Catalogue: Seminar 1988: Research For Financial Services

Author: Gabriele Morello

June 15, 1988

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Sabine Wüst

Company: GfK

June 15, 1988

Defining and understanding the challenges

Our community is undergoing three revolutions at the same time. Technology, sociology and ethics are evolving, interacting and complementing each other. They are changing consumers' and companies' way of thinking and behaviour. They are also slowly...

Catalogue: Seminar 1988: Research For Financial Services

Author: Jacques de Keyser

June 15, 1988

A review of pros and cons of centralised research in manufacturing companies

Several different organizational forms for a multinational manufacturing company are examined, and the implications of these different structures for the nature of the marketing research function: in particular the degree of centralization or...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: David Hawkins

June 15, 1988