Resources Library by ANA

The growing need for advice on how to integrate market strategy, product development and internal marketing

The business of market research has been slow to appreciate the need to define our clients' marketing problems before we look for market solutions. When at long last we seem to have realized this, we must be very careful not to view these problems as...

Catalogue: Seminar 1988: Business To Business Research

Author: J. S. Thune

June 15, 1988

The LWT investor

LWT's interest has been to encourage greater use of television advertising by financial institutions. To provide a link between ourselves and potential advertisers, we launched a Financial Marketing Review in December 1985 to bring to wider attention...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Bernard C. Bennett, Tony Wornell

June 15, 1988

Trends in international research

This paper aims at describing the trends in international research for the next decade. It gives first a description of the current situation, which is examined from two points of view: 1. The demand which is growing; 2. The supply.The trends in...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Jean Bigant

June 15, 1988

Understanding consumer values

As the specialist practitioners of market modelling worldwide, NOVACTION's learning curve extends over fifteen years. Today, our history of marketing experimentation on test product mixes and consumer response benchmarks is computerised in a global...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Chris Macrae, Carlos Harding

June 15, 1988

Poster research: From cover and frequency to effectiveness

A committee was set up in Italy in 1981 - its members being the association of companies which run outdoor advertising sites, the main association of advertising agencies and the association of advertising users - with the purpose of promoting...

Catalogue: Seminar 1988: Media And Media Research

Author: Maria Teresa Crisci

Company: DOXA

June 15, 1988

A new approach to international fragrance research

This paper describes how Sandpiper has built a consumer based fragrance database across 5 countries (UK, USA, France, Germany, Japan) in order to facilitate a more actionable, creative and cost effective approach to screen fragrance submissions...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Jane Bigham

June 15, 1988

Potential effects of single-source research automation on future brand marketing and advertising research

This work has been undertaken to evaluate the desireability of single- source. In doing so a distinction has been made between:(a) single-source used for target marketing on the basis of data collection techniques(b) single-source used in adlab...

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

Authors: Robert van Gestel, Bill Blyth, Alfred E. Bronner, Maarten Hartsuiker, Dick Valstar

June 15, 1988

Recall and persuasion

Over a two year period the authors have been involved in the development of a new commercial testing system, that brings together, for the first time, measures of on-air recall and persuasion. The system named AD-VISOR, became officially operational...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Patrick G. M. Standen, Stephen Factor

Company: Burke, Inc.

June 15, 1988

Small is beautiful

This paper will demonstrate the improvements to the user achieved by switching from centralised data-processing to decentralised processing, using Personal Computers.

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research

Authors: Hans van den Anker, Danny A. Nijburg

June 15, 1988