Resources Library by ANA

Evaluating and forecasting prescribing

The paper is divided into four main sections. The Methodology describes the data upon which the analyses were based and explains the theoretical background to the approach adopted. The Results are then presented to show how large and small drugs...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Andrew S. C. Ehrenberg, Philip Stern

June 1, 1995

Through the looking glass

The paper describes a case study carried out in 1994 to examine the potential for a number of new possible line extensions (formulations) of an existing product. Management required an extremely accurate forecast of the likely impact of the new forms...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Raf De Wilde, Alan J. Bowditch, Simon Fitall

June 1, 1995

Developing integrated forecasts in an increasingly complex, global pharmaceutical market

As decision-making for prescription pharmaceuticals becomes increasingly pluralistic, forecasting the market share of a new product or line extension is more difficult than ever, especially in global, international applications. This paper presents a...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: William F. Mckenna, Girish Patwardhan, Juliet J. Goodfriend

June 1, 1995

ICC/ESOMAR international code of marketing and social research practice (French)

This Code sets out the basic principles which must guide the actions of those who carry outor use marketing research. Individuals and organizations that subscribe to it must follow notjust the letter but also the spirit of these rules.

Catalogue: ESOMAR Codes And Guidelines

Authors: ESOMAR B.V., ICC B.V.

May 3, 1995

The contribution of semiotics for the studies in advertising communication

This paper is divided into three parts. The first one presents the semiotical concepts employed and the presence of signs in human communication. The purpose of this part is to lay the theoretical basis of the study developed. The second part is...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Affonso Barella

May 1, 1995

Evolution of mass media and the measurements of its audience in Latin America

The introduction shows that television has a higher share of ad spend in Latin America than in any other part of the world. This leads to an even higher share of television in the media research budgets. The following parts review the introduction...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Ricardo Mariño, Alberto Arnaldo

Company: IBOPE Inteligencia

May 1, 1995

Thinking of the future

This paper attempts to develop an analysis of Latin America based on the opinions gathered in a harmonized quantitative research survey conducted in nine Latin American / Caribbean countries. This was the first wave of a Tracking Study designed to...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Maria Helena Gama, Nelsom Marangoni

May 1, 1995

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Rosie Riley, Aurora Yasuda

Companies: KANTAR TNS Malaysia, IBOPE Inteligencia

May 1, 1995

The function and positioning of the market researcher regarding total quality programmes in Brazil

The objective of this paper is to discuss the challenge of the Total Quality Programmes for the market researcher. The philosophy of quality managing started to develop in Brazil in the late 1980's, following the track of world-wide trends. The...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Maria Aparecida J.S. Schoenacker

May 1, 1995