Resources Library by ANA

Abbreviated simulated test markets as advertising pretesting tools

Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as...

Catalogue: ESOMAR Congress 1987

Author: Jörg Rehorn

September 1, 1987

The changes in sexual mores in the1980's as a result of the arrival of AIDS

AIDS is a topic that can potentially affect every member of the Conference. It is probably the major health hazard that European governments have had to face this century. Since the Autumn of 1985 reflexions has been involved in researching the issue...

Catalogue: ESOMAR Congress 1987

Author: Chris Stride

September 1, 1987

The validity and efficiency of data collection using screen interviews compared with telephone research

This paper describes the results of a methodological test conducted by NOW Research, on behalf of British Telecom - PRESTEL. The purpose of the research was to assess the validity and efficiency of collecting market research data through the medium...

Catalogue: ESOMAR Congress 1987

Authors: David Baker, Cliff Holmes

September 1, 1987

There are as many deals as there are programmes

The paper shows that the accelerating changes in media and advertising practices have created an environment in which programme sponsorship will thrive. Based on a thorough analysis of the main strategic trends in Europe, North America and the rest...

Catalogue: ESOMAR Congress 1987

Author: Alan Morris

September 1, 1987

What we have learned from researching AIDS

This paper is a case history setting out what we have learned from a major programme of research into public knowledge, attitudes and behaviour in relation to the disease AIDS, with the emphasis on research methodology. The research was commissioned...

Catalogue: ESOMAR Congress 1987

Authors: John A. Samuels, Simon J. Orton

September 1, 1987

Geographical segmentation (French)

Geographic segmentation is one of the latest new developments in market surveys. This method is aimed at answering two major questions: - in a given area, what is the consumption structure? are there geographical areas in which such and such a...

Catalogue: ESOMAR Congress 1987

Authors: Stephane Corre, Jean-Marie Bouroche

September 1, 1987

Judging the efficiency of sponsorship

The central theme of this paper is the point that sponsorship is part of a total communications package and that, if wisely and correctly included, it can add synergy to the entire marketing communications efforts of a given company. As such, it...

Catalogue: ESOMAR Congress 1987

Authors: Peter J. Hayes, Ton Otker

September 1, 1987

Advertising strategy and media mix under control

In this line, we have designed a large research programme, SESAME, which started in France last February, supported by media and advertisers. This programme will provide tools for media mix, through measuring the value of each main medium for each...

Catalogue: ESOMAR Congress 1987

Author: Marc Vincent

September 1, 1987

Computer assisted interviewing in a face to face situation

After the introduction of CATI and other computerised data collection methods, personal interviewing became somewhat neglected and, consequently, was believed to be less efficient. With computer assisted interviewing in a face-to-face situation,...

Catalogue: ESOMAR Congress 1987

Authors: Robbert D. W. Baden, Elzo M. Boerema, Emiel P. M. Bon

Company: NIPO

September 1, 1987