Resources Library by ANA

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Heather Mulholland

June 15, 1985

Identifying opinion leaders (German)

This paper presents an instrument which serves to identify opinion leaders, a simple "strength of personality scale" developed by the Institut fur Demoskopie Allensbach and sponsored by the Spiegel Publishing Company. Testing the instrument with a...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1985

Perception of the quality of service and corporate image

The purpose of this paper is to make some remarks and comments on the relationship between: - the Corporate Image, a concept which is more and more important on a market where the financial terms, the interests paid, the criteria used for giving...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services

Author: Jean Quatresooz

June 15, 1985

Micro-computer software for marketing and marketing research

In this paper we will examine some of the readily available software that enables "knowledge workers", which Marketeers and Researchers certainly are, to improve their personal effectiveness and creativity. Only commercially available software will...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Danny A. Nijburg

June 15, 1985

Development in farm panel research in Europe

FARMSTAT International represents a group of companies operating a continuous farm panel audit of the use of seeds, fertilisers and agrochemicals. In 1984 surveys were already established in U.K., Germany, Holland, Denmark and Sweden and in 1985 more...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: Tony M. Houghton

June 15, 1985

Changes in corporate market requirements

Companies and banks are confronted with the same problem of an uncertain economic environment. This presents both with a challenge. Banks first learned from past experience and imposed new guidelines for their assets and liabilities management. Most...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services

Author: Patrick Horlait

June 15, 1985

The evolution of management

One of the key aspects of the transformation of companies in the last ten years is the marked evolution of management and of its conceptions of the company. It is perhaps in the social sphere that the evolution is the most pronounced: The necessity...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Jacques Paitra

June 15, 1985

The importance of service management when entering into competition with other sectors

In the current situation of intensified competition with other financial institutions it is in my view necessary to gear the bank's marketing approach to the needs of the customers - and focus on their many different needs. Success is reserved to...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services

Author: Lars von Bahr

June 15, 1985

Taking stock

How then to sum up what we see so far in this decade. Certainly we have much to be pleased and proud about. Our industry well established in the business league; growing strongly in real turnover and volume terms; resilient in the face of economic...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Eileen Cole

June 15, 1985