Resources Library by ANA

Maybe Europeans do exist?

The paper based on the premise that there is a growing interest in international qualitative approaches, examines the potential values and dangers in the conduct of pan-European qualitative research. A study conducted by the IRIS (International...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Lucienne Hellebosch, Caroline Lioret

September 1, 1990

Developing a rounder tea

This project provides an unusually clear insight into the way in which an aesthetic benefit can add to the perceived quality of a commodity product like tea. It also shows the way in which an ad-hoc panel can be used to provide reliable pre-launch...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Ian Prutton, John Parfitt, Adam Phillips

September 1, 1990

Strategic target-group research: A new perspective for users

The task and objectives we set ourselves, and which brought us to SINUS, can be described as follows: 1. Identification of the existing market segments, along with the potential demand in the business and private flight market which is relevant for...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Michael Grande, Ulrich Becker

Company: SINUS Markt- und Sozialforschung GmbH

September 1, 1990

The end of fusion fear?

One of the new developments in the field of market research during the last decade is the construction of fusion techniques. We developed a procedure called VENUS. This method was applied in the Netherlands several times, and a cumulation of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Alfred E. Bronner

September 1, 1990

How to measure and improve the performance of the marketing research function within user companies? (French)

This document describes the method of survey and analysis used to evaluate the performances of the "market research" function in twelve companies belonging to the BSN group. The principal objectives of this project were the following: - to formulate...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Denis Lindon, Jean-François Boss

September 1, 1990

Internationalisation of qualitative research

This paper reports on a series of projects conducted in Europe, the U.S, the Middle and Far East, designed to explore the practicalities and benefits of standardising International Qualitative research. The problems facing standardisation of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Peter Cooper

Company: QRi Consulting Ltd.

September 1, 1990

Researching privatisations

The principal purpose of the paper is to show the help that Market Research Techniques gave to the decision makers of the biggest privatisation ever conducted in Spain. The authors start by describing the company, the aims of the privatisation and...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Pedro Moraleda, Juan Ferrer-Vidal

September 1, 1990

Readership moods with French news magazines (French)

Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Daniel Adam, F. Laurent

September 1, 1990

A new marketing tool

Two beliefs underpin this study which was carried out among 6000 people in six European countries : - the brand and its graphic symbol, the logo, are the main institutional and product communication vectors in a complex world market, - the brand in a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Gerard Doublet

September 1, 1990