Resources Library by ANA

The strategic use of research in the complexity of the newspaper

The objective of this study is to discuss the peculiarity and complexity of the newspaper product which places it among the products, or as the sole product, whose relationship with the consumer is so complex and, above all, diversified, that the...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Célia Lopes

May 5, 1991

Application of the EPI method to the image determination (Spanish)

The EPI method, developed by the author, is a new research technique with different applications in the marketing field, such as the determination of the image of a company, a product, a brand or a person; the definition of a communication axis; as...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Enrique Ortega

May 5, 1991

MARKSEL (Portuguese)

Nowadays there are several computer programs which seek essentially to supply media planners with tools which may enable them to reduce the degree of uncertainty which is associated with the selection of the supports to diffuse the advertising...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Luis Queirós

May 5, 1991

The measuring of quality of the telephone services in Spain (Spanish)

In 1990, the Quality Department of TELEFONICA DE ESPANA has designed a Programme of Quality Surveys, designated to know and improve the satisfaction of her clients, which afterwards has been carried out during all the year by ICP/RESEARCH, S.A....

Catalogue: Latin America 1991: Exchanging Experiences

Authors: José Rial Avendaño, Enrique Carreras, Marina de Jaén Sánchez

May 5, 1991

Investigating children

The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages...

Catalogue: Latin America 1991: Exchanging Experiences

Authors: Clarice Herzog, Lea Maria Chagas Cruz

Company: Ogilvy

May 5, 1991

Retail audit techniques in an underdeveloped economy

This paper will discuss how procedures and techniques employed in the United States and Western Europe were adapted successfully in setting up retail audit services in Venezuela. First, the paper will include an historical assessment of the...

Catalogue: Latin America 1991: Exchanging Experiences

Author: Edomond J. Saade

May 5, 1991

The role of marketing research in identifying the need for cost benefit analysis

The requirement for new prescription drugs to justify their introduction in economic as well as clinical terms is being sought not only at the central, governmental, level but also at the level of the individual hospital and physician practice, where...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: David Dawson

March 6, 1991

Marketing and research today (February 1991)

At the ESOMAR Congress in Monte Carlo the paper 'Developing a rounder tea' won the Award for thebest paper on New Product Development. The paper gives an unusually clearinsight into the way in which an aesthetic benefit can add to the...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

February 1, 1991

Tape and video recording of interviews and group discussion

The use of tape or video recorders in research is now well-established and widely accepted by informants. Two issues arise under the International Code of Marketing and Social Research Practice:1. What form of permission must be obtained from...

Catalogue: ESOMAR Codes And Guidelines

Author: ESOMAR B.V.

January 1, 1991