Resources Library by ANA

The disloyalty of public radio listeners in Poland

The research on selected regions of Poland by Wojciech Konieczny, in association with B.P.S. Consultants Poland Ltd., assumed the hypothesis that in the conditions of the developed radio market, if radio stations and their principals are concerned...

Catalogue: 2nd Radio Research Symposium

Author: Wojciech Konieczny

June 15, 1997

The forgotten characteristic of print advertising

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertisements were tested among readers of women’s...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Vivian Beck

June 15, 1997

The information paradox

This paper has two aims: first, to send out a wake up call to us market researchers as a profession. If we don't want to fade into oblivion like the buggy whip,the time to begin a fundamental change of market research is now. And, secondly, to...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Alecia S. Helton

Company: Texas Instruments

June 15, 1997

Supermarkets and the small independent retailer

The paper deals with the Indian experience of supermarkets unable to significantly impact on the retail structure, and the simultaneous growth of the small independent retailer, especially in fast moving consumer goods. It attempts to hypothesize the...

Catalogue: Seminar 1997: The Changing Retail Scene

Authors: Amit Roy, Sujit Das Munshi

June 15, 1997

The poor, the bad and the ugly

There is only one answer: we have to search for new tools! Our search will be successful if we follow the new trends. For the pharmaceutical industry, we can identify seven main trends: o global harmonization, o block-buster phenomena, i. e. the...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Author: Dieter Korczak

Company: GP Forschungsgruppe

June 15, 1997

Marketing research and information technology innovation

The paper describes the following: a short introduction of Japan’s marketing research industry; usage of and needs for marketing information and research including relationship marketing among research users; research user attitudes toward...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Kazuo Kobayashi

June 15, 1997

How to cope with sensitive issues in market research

The primary purpose of this paper is to illustrate the implication of sampling, recruitment and respondent interviews when conducting research on ‘sensitive’ topics in the global marketplace. The paper will discuss how cultural...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Author: Mila C. Montemayor-Orr

June 15, 1997

How to define the target audience with single source scanned data

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish two steps in the process: finding and identifying...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Carole Fagot

June 15, 1997

Application of traditional pricing research methods

This paper seeks to show, by means of a recent case study, a relatively new field where traditional research methods were applied. We will demonstrate how the data obtained by the effective use of a fairly standard research method was used as hard...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: David McCallum, Mungo Gilchrist

June 15, 1997