Resources Library by ANA

The challenge of uniqueness versus unity

In this context, the object of the present discussion will be two-fold : - examine practical problems linked with the use of the market segmentation approach, - examine the practical feasibility of this approach in international research. This...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Alain Zwilling

September 1, 1974

Research for public transport investment

This paper discusses two major aspects of research for public transport investment. These are the provision of comprehensive and detailed journey data by all modes of transport for individual origin/destination areas, and the measurement of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Mervyn Flack

Company: Harris Interactive (Europe)

September 1, 1974

The package is the last message

The package is the last message transmitted to the consumer before he makes his decision to buy or not to buy. But is the message always understood? Many things have changed in the last few years. Products, packaging techniques, the environment of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Daniel W. Drummond

September 1, 1974

The role of market research in the Esso-Cleveland integration

This paper describes the contribution of market research to the work of a multi-brand study group set up by Esso Petroleum in the U.K. to find an answer to the questions: How many brands does Esso need in the U.K.? At which market segments should...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: David Lowe-Watson

Company: ESSO

September 1, 1974

The use of a panel by a large distribution company (French)

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Marc Galliot

September 1, 1974

It's all very well in theory...

This paper examines some of the practical problems facing the survey researcher in the motoring field. It uses the example of three specific projects to illustrate ways in which such problems have been tackled by an adaptive, innovatory or flexible...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Gerry E. Levens

September 1, 1974

Market research and the decision maker

In the course of preparing a paper that would do justice to the chosen title, one becomes conscious of how broad and relatively unexplored the subject is. The issue of how to get market research used by decision makers has not been a popular topic...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: John Palmer

September 1, 1974

Consumer attitudes toward marketing activities

The study presented here is an inventory of how the consumer experiences and evaluates modern marketing. Material presently available regarding this question consists mainly of theoretical treatises, hypothesis and, above all, opinion. Consumer...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Andreas Winkler

Company: GfK

September 1, 1974

The application of opinion polls in legal practice

During the last 20 years, the application of opinion polls has become an essential component of legal practice in matters concerning the protection of industrial property. In other legal sectors, for instance civil or penal law, the application of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Dietrich Gorny

September 1, 1974