Resources Library by ANA

Research into consumer motivation within the framework of marketing information systems

Motivation research in the consumer markes is too little used as a systematic means of obtaining information within the framework of marketing information systems. On the other hand it is sometimes used wrongly as ad hoc research of which more is...

Catalogue: The European Marketing Research Review 1971

Author: Robert Gijs

June 15, 1971

Sampling problems on an European scale

My task is to give an introduction into a discussion about a very important subject which we all know very well since a long time in every country - namely the sampling procedure. What may be the particular aspect of sampling problems on a European...

Catalogue: Seminar 1971: Multi-Country Research

Author: Friedrich Wendt

June 15, 1971

Marketing problems and business strategies in multi-country operations

Two sets of basic questions are typically faced by all manufacturing companies which want to sell their products abroad: 1a. to sell the same products that are sold on the domestic market also on the foreign markets without any particular adaptation,...

Catalogue: Seminar 1971: Multi-Country Research

Author: Gabriele Morello

June 15, 1971

The world of hidden desires

Motivation research is a field which has brought into the world of economic hypotheses much that is unusual and unpolished. It is a field that has many opponents and numerous admirers. The debate on the significance of motivation research and on the...

Catalogue: The European Marketing Research Review 1971

Authors: Ladislav Kopercky, Jirj Mikes

June 15, 1971

Practical frameworks for advertising and research

Some people make a distinction between "advertising theories" and "research models". I am not going to do that. I am interested in theories of persuasion and behaviour which underly both advertising planning and market research. One of the aims of...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Mary Tuck

June 15, 1971

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: Robin T. J. Tuck, W. G. B. Harvey

June 15, 1971

Concept and examples of multi-country research by a leading chemical producer

Producing chemicals in Europe means traditionally an international approach to marketing and, accordingly, to market research. The reason why the activities of European chemical companies extend beyond national borders is because, on the one hand,...

Catalogue: Seminar 1971: Multi-Country Research

Author: Karl-Heinz Ronitz

June 15, 1971

The use of covariance analysis as a means of analysing the price-setting policy for a company's product

Covariance analysis is a combination of regression analysis and the analysis of variance. From the latter's standpoint it can be used with any of the above experimental designs to increase the precision of the experiment by removing one or more...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Gordon Heald

Company: Gallup International Association

June 15, 1971

Qualitative research on Charleston chew concept

Six group interviews were conducted in the Manchester area in June 1971. The groups comprised: A) 2 groups of 50% boys, 50% girls of aged 7-10;B) 2 groups of boys aged 11-13 yearsC) 2 groups of girls aged 11-13 years.All respondents bought sweets,...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 8, 1971