Resources Library by ANA

Brand switching behaviour amongst farmers in Great Britain

This paper reviews the wide range of influences on farmers' choice of products and discusses the dynamics of brand switching for a number of product categories of relevance to the agricultural sector.It is hoped that this paper will encourage closer...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: Ian G. Catchpole

June 15, 1985

How farmers adopt new ideas

The paper attempts to answer the questions - are farmers 'different' as an audience for persuasive communication? and do any differences impose a radically different approach and methodology on the communicator? The basis of the paper is consciously...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: David H. Pickard

June 15, 1985

Positioning of the (agrochemicals) marketing research manager in an international company

This paper, which is a personal view intended to stimulate debate, starts with the premise that any consideration of the positioning and role of the agrochemical marketing research manager in a diversified international company cannot be isolated...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: Ian Donald Farquharson

Company: Shell Global

June 15, 1985

From 70,000 to 177,000 subscribers

On March 15 1970 the board of directors and staff of Misset met to consider one of the first multi-year plans. The market situation and possibilities were discussed. Extra attention was paid to the situation in agriculture, concerning both the market...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Authors: Vincent W. M. Koning, Han van den Berg

June 15, 1985

Counselling without moralizing

This papers presents the main results of a research study aimed at defining the communicational strategy to be applied through a national TV campaign promoted by the French Committee on Health Education, and concerning alcoholic overconsumption.

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Eliséd Veron

Company: SORGEM IMR

June 15, 1985

The mini parliament technique (German)

Especially in local politics of small towns and communties the formulation of objectives and the development of decisions is highly intransparent. The new method provides applicable results for the decision-taking procedure of honorary persons acting...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Klaus-Christian Kleinpeld, Claus Merbold

June 15, 1985

Quality, financial services and research

The exercise of summing up the content of these three days of work - in which 23 papers were presented, and a great number of contributions were made in the debates - requires a review of the topics discussed, and the injection into them of some...

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

Author: Gabriele Morello

June 15, 1985

Extending the geographic scope of research to Eastern European shortage economies

The objective of this paper is to study the nature of the marketing research task in Eastern European countries. The need for this type of analysis steins from the fact that most research procedures, whether for domestic or for international...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Jozsef Berács, Nicolas Papadopoulos

June 15, 1985

Identifying opinion leaders

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