Resources Library by ANA

Two practical market research tools for assessing the value of television advertising

This paper is in three parts, to be delivered in turn by the three speakers. First, we comment on the fact that the development of computing and of scanners has revolutionized both market and media research. We point out that the boundary between the...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Steve Coffey, Valentine Appel, Timothy Joyce

Company: Nielsen

June 15, 1992

Using computer mice to enhance data capture

This paper reviews the contribution that a computer mouse can offer with respect to enhancing Computer Aided Personal Interviewing (CAPI). The paper briefly refers to the new advantages and problems that CAPI has introduced, and goes on to discuss...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Author: Ray Poynter

June 15, 1992

The UK reach and frequency model

The basis of a reach and frequency analysis is a count of the number of commercial spots seen by each individual in an advertising schedule. When this analysis is constructed from a people meter panel that reports on a daily basis, the obvious start...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Author: Steve Wilcox

June 15, 1992

The integration of the two Germanies and the implications for an agrochemical company

The reunification of the two German states was necessarily associated with a large number of changes in social and economic systems of the former GDR. The most important components of economic change were the removal of socialist planned economy and...

Catalogue: Seminar 1992: European Agriculture In Transition

Authors: P. Smits, R. Barten

June 15, 1992

The position of marketing research in Czechoslovak firms

The paper is divided in three parts. The first part creates the base by defining a background of our companies, of our economy and typical starting positions at the beginning of the transformation process. These are important information for the...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Vladimir Vavrecka

June 15, 1992

Executive information and decision support systems- A revolution in the making

Japanese Industry as a whole can be justly proud of the extent to which senior executives use, and value information. In a recent study of major Japanese Industrial companies, the professional services firm Ernst & Young made some interesting...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: David Brown

June 15, 1992

A new kind of consumer panel

When trying to set-up a marketing plan for the coming twelve months, the Brand Manager is usually facing two types of problems : a) How to forecast the global market evolution in the local area under consideration ? b) Within this total market, what...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Alain Pioche

Company: Nielsen

June 15, 1992

Brand keys

This multi-national case study describes the harnessing of consumer bonding measurements to optimize the likelihood of successfully launching new products or services. The study introduces a new research discipline; Brand Keys. Based upon established...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Robert Passikoff

Company: Dentsu Macromill Insight

June 15, 1992

Building on product quality

The paper presents a case history of the introduction of a premium quality brand of whiskey in four markets, the UK, France, USA, and Japan. There are three stages to introducing a premium brand to a new market. 1) In the initial stage, consumers...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Authors: Miriam Comber, Sally Gordon

June 15, 1992