Resources Library by ANA

Too many Indians, not enough schoolgirls?

In 1979 the Trustee Savings Bank was in the throes of its evolution into "the third force in British banking". Part of this change involved the loss of a tax free interest concession on one of its major accounts and a new advertising campaign was...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Gillian S. Greenway, Gerald de Groot

June 15, 1983

Research into export opportunities of small and medium size companies

Two of the export organizations, each acting on its own responsibility, commissioned a wide scale survey in 1982. The purpose of this survey was to establish which bottlenecks are encounted by exporting small and medium-size companies in their export...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Theo Hess, Linda Keemink

Company: NIPO

June 15, 1983

Strategic marketing needs strategic research

This paper describes the use of mapping as a strategic research technique. Case histories are described in which the use of mapping lead to major changes being made in long-term plans. The specific mapping technique used uses nominally scaled data as...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: John Rice

June 15, 1983

European attitudes to energy and oil companies

Esso Europe carried out a major multi-national survey involving a total of 14000 interviews in two waves covering seven countries. The objective of the study was to assess public attitudes in the following broad areas:-Present and future energy...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Roger Sargood, David Lowe-Watson

Company: ESSO

June 15, 1983

Guiding creative people

What we have tried to do is to pull together some of the lessons we have learned, and to describe how we think research should be used to help create effective advertising.

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: David Cowan, Ross Barr

June 15, 1983

A platform for strategic decisions within the computer industry in sweden

In the study we identify the strategic position for the companies within the computer industry in the following respects: • Knowledge of the companies: degree of establishment; • Evaluation of the companies: the different companies ability...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Bö Bäckman

June 15, 1983

Closing of the conference

The objective of this Conference was to address the issue of corporate planning and its relationship to research and to provide a platform for an exchange of views between U.S., Japanese and European delegates. This objective has been largely met.

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Jacques E. Andriessens

June 15, 1983

New, surprising findings gained by indirect measurements (German)

Brand consciousness, qualify differentiation, emotional and aesthetic desires in the field of consumption—are these things out of place today in a time which regards as decisive the rational consumer who only wishes to be "informed", who only...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1983

Is 'taste' international

One of the longest running arguments in international marketing is whether the same product should be marketed in a wide range of countries, or the individual requirements and taste of each country be allowed to predominate. This paper illustrates...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Authors: Frank H. Winter, Derek C. Martin

June 15, 1983