Resources Library by ANA

Affinity credit card

The outcomes of the planned research programme will be a quantification of the attributes of the credit card issuer, the affinity group and the affinity credit card holders, which underpin their relationship with each other. It will throw...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Suzanne Horne, Pete Naude, Steve Worthington

November 1, 1996

What turns them on and what turns them off

Traditional marketing has long recognized the important role of market research. Perhaps the one area where the marketer and the market researcher might actually agree to disagree is the. extent to which gut feel and experience are considered as...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Chris Robinson

November 1, 1996

Hair and cosmetic products in the Japanese market

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Catherine Becker

Company: SORGEM IMR

November 1, 1996

Are you talking to me?

In the rapidly growing markets of Asia, new products, brands and services will increasingly compete for consumer attention. As marketers move towards building global brands, the need for market data which are actionable and provide real insight into...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Martine Thiesse, Finola Gowers

November 1, 1996

Brand share wars

A common theme across international markets is increasing brand competitiveness. The share wars between giant global brands, such as Coke and Pepsi, are well-publicised but, in all markets, researchers are being asked by clients to provide data with...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: John Archer

November 1, 1996

China's generation III

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases where the marketer decides on a marketing strategy...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Masaru Ariga, Mariko Yasue, Gu Xiang Wen

Company: Dentsu Macromill Insight

November 1, 1996

Extending our knowledge of consumers through virtual reality

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth. This paper discusses problems with typical methods of collecting and analyzing...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Clive Wright, Stephen P. Needel

November 1, 1996

Grounded theory

This paper sets out to explain and to critically evaluate how grounded theory can be utilised within marketing management settings. The key characteristics underlying qualitative research are outlined prior to a fuller explication of the methods...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: John Connell, Andy Lowe

November 1, 1996

Information technology

This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Cor N. Molenaar, Frans W. Plat, Janny C. Hoekstra, Peter S.H. Leeflang

Company: Ogilvy

November 1, 1996