Resources Library by ANA

The use of brand mapping studies

Brand mapping is being discussed at the 1981 ESOMAR conference when as a marketing research approach it could be argued that the technique is old fashioned and therefore ill-suited to the needs of pharmaceutical management personnel in the 1980's. In...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Alan J. Bowditch

September 1, 1981

Environmental information in healthcare marketing

One of the most significant developments over the last decade has been the growing importance of environmental considerations. This has affected all walks of industrial life and there can be few manufacturing companies that have not been exposed to...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Alan Sheppard

September 1, 1981

Profit from research in social and legal context's

All designing a controlled experiment should begin with the design of the ideal experiment. If the ideal experiment cannot be executed because of financial, factual, moral, or legal obstacles, we should make a systematic effort to save the controlled...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Hans Ziesel

August 23, 1981

Advertising research for increased profitability

Selling more units at lower cost is one of the tasks advertising should perform. There is ample proof that advertising, if perceived, if read or listened to and especially if recalled does cause purchasing. Getting consumers to so react to...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Jan Stapel

Company: NIPO

August 23, 1981

Evaluation of the differential fares policy contemplated for the "T.G.V" (very fast train) service in France

In the public transport sector, more than in most others, all the operators are faced by the problem of variations in the level of demand, giving rise in particular to peak traffic periods, with which they must deal as efficiently as possible whilst...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Jean-Claude Giblin, Jean-Louis Laborie

August 23, 1981

Optimizing profitability through research amongst retail customers and staff

The study provided measures of the standing of W.H. Smith and its competition on specially-collected attitude dimensions. It also identified which aspects of the staff or the service they provide matter most to customers, and showed how the intensity...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Fred Y. Phillips, Robert Falconer

August 23, 1981

Britain at its best

The main body of the paper is concerned with the research programme that was mounted in relation to the £2½ million campaign, 'Britain at its Best', which can be regarded as one of the most successful corporate-image advertising campaigns ever...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Paul H. Drake, John A. Samuels, John C. Penny

Company: British Broadcasting Corporation (BBC)

August 23, 1981

The role of the employee in retail profitability

In 1976, Woolworth's management were given a clear indication that a problem existed when MORI presented the findings of a major study they had carried out on the attitudes of Woolworth employees to the company. Although the main objective of the...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Keith Willoughby, Robert M. Worcester

Company: IPSOS

August 23, 1981

Evaluation of the differential fares policy contemplated for the "T.G.V" (very fast train) service in France (French)

In the public transport sector, more than in most others, all the operators are faced by the problem of variations in the level of demand, giving rise in particular to peak traffic periods, with which they must deal as efficiently as possible whilst...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Jean-Claude Giblin, Jean-Louis Laborie

August 23, 1981