Resources Library by ANA

A programme of business research across Europe, with critical decisions on capital investment and marketing activity dependent on the results

The brief for this research project came from the Brussels based product manager responsible for commercial stationery products. A new commercial product had been launched with great success in the USA in 1980 and then gradually released to Europe,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Authors: Roy Haworth, Margaret Holmes

June 15, 1984

Television audience research in Europe

The paper takes a non-specialist view of television audience measurement in Europe, from the standpoint of a major user group, manufacturing companies and their advertising agencies. It suggests the growing inadequacy of traditional audience research...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: Charles C. Dawson

June 15, 1984

The 'ombudsman' for children: The needs of young consumers

The paper describes how information about the needs of children must be communicated to planners, policy makers, as well as to groups that produce and market products designed for - or used by- children. If information and communication prove...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Author: Maalfrid Grude Flekkoy

June 15, 1984

New qualitative studies

The world economic crisis has had fundamental repercussions on marketing and qualitative studies. The need for exactitude and the increased culture of economic actors have resulted, to a certain extent, in the breakdown of the barrier which existed...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: Pascal Fleury

June 15, 1984

Problems in the use of rating scales in cross-cultural research

This paper addresses the problems associated with using rating scale techniques in cross-cultural research. The objective of the study was to assess which of four types of rating scale (verbal, numerical, visual and graphic line) was the most...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Pat van der Reis

June 15, 1984

Multinational telephone surveys from the link central telephone bank in Lucerne, Switzerland

This paper provides the reader with a short description of the methodological advantages of multinational telephone interviewing from a single location and in particular from a central telephone bank in Switzerland.

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Jos Vloemans

Company: LINK Institut für Markt- und Sozialforschung

June 15, 1984

New media

This paper reviews new developments in the electronic media and to a lesser extent the print media and considers the new media areas which are emerging. The implications of these developments and new technology for future media research methodology...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Tony Twyman

June 15, 1984

How to make the most of your brand (French)

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Anne Marie Naud, Richard Lancestre

June 15, 1984

Information technology bypasses boundaries

At this moment centralised international data collection via telephone is the most dominant form. Since it first started hesitantly in Europe about five years ago, enough experience has now been gathered to evaluate its benefits, its complications,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Emile M. C. van Westerhoven

June 15, 1984