Resources Library by ANA

The impact of introducing a new TV audience measurement system

The following paper starts by describing the change of the Swiss media situation since the late seventies. As a consequence the system to measure TV-consumption did not suit the needs of media researchers and data users any longer. Therefore a new...

Catalogue: Seminar 1986: New Developments In Media Research

Author: Herbert Furrer

June 15, 1986

International qualitative research

This paper outlines the most frequent and crucial problems, difficulties and misunderstandings encountered by both clients and research agencies in numerous international qualitative projects. Our point is that, while national stereotypes prevailing...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Frederique Thureau

June 15, 1986

Getting the basics right

The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1986

A better understanding of quantitative results by using qualitative methods

Since differences between products are becoming smaller and smaller, also the positioning of a product has become increasingly difficult. This paper shall deal with the implications this should have for the way we do image tracking and positioning...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Robert Petrescu

June 15, 1986

Analyzing the internal company environment in commercial strategy and image strategy studies

For their external, customer-targeted research, industrial market researchers have access to a varied range of quantitative and qualitative methods adapted to the particular characteristics of the environment under study. Polling is an accurate means...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Jerome Hervio

June 15, 1986

Product purchasing and TV viewing

In the Autumn of 1984, TVS and JWT commissioned AGE to conduct a study on a single panel which measured purchasing and television viewing over 12 weeks. This was to a certain extent a continuation of earlier work commissioned by JWT in 1966. The...

Catalogue: Seminar 1986: New Developments In Media Research

Authors: Phil Gullen, Hugh Johnson

June 15, 1986

Pursuing the interface between technology and culture

I would like to take this opportunity to speak on some of our views concerning technology and culture, particularly corporate culture. I would also like to introduce an example of bringing a product to market based on this understanding.

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Tadad Morimoto

June 15, 1986

Results on direct mail from household panel

There has been for several years a lot of speculations in Finland on direct marketing and direct mail advertising. Many advertisers have seen direct mail as a new possibility to reach their target groups more efficiently and at a lower price than by...

Catalogue: Seminar 1986: New Developments In Media Research

Author: Eila Liimatainen

June 15, 1986

The don't know voters

The paper presents a model for investigating the don't know phenomenon in the elections. The model distinguishes four different types of don't know voters according to the way people are stopped or remain stopped in the elections. The testing of the...

Catalogue: Seminar 1986: Opinion Polls

Author: Paula Hirstiö-Snellman

Company: Gallup International Association

June 15, 1986