Resources Library by ANA

The editorial use and presentation of opinion polls

The American press, with a long tradition of running its own polls, treats them as a key part of its news reporting. The key elements for success in this enterprise are commitments to time, space and staff, and a recognition of what polls can and...

Catalogue: Seminar 1986: Opinion Polls

Author: Adam Clymer

June 15, 1986

In home electronic measurement of consumer behavior

Single-source, an expression being used in the United States to describe a system that would combine the measurement of an individual consumer's product purchase and TV viewing behavior, is widely believed to hold a high potential solution to the...

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

Author: William F. Mckenna

June 15, 1986

Integrating multi-country research into marketing strategy decisions

Multi-country marketing research studies are, by definition, complex projects. Conducting research on a consistent and comparable basis across countries with different cultures and different languages challenges all the researcher's skills....

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Donna Naeve

June 15, 1986

Marketing across frontiers

15 years of experience in developing and implementing market modelling techniques for the management of innovation are examined in the light of marketing across frontiers. Particular focus is given to: validation, marketing lesson, consumer responses...

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

Authors: Jacques Blanchard, Oscar Schneersohn, H. Hayashi

June 15, 1986

Below the surface of opinion polls

The following is a short sketch of my view of political opinion polls and of the use of surveys as an instrument of political strategy.

Catalogue: Seminar 1986: Opinion Polls

Author: Bö Bäckman

June 15, 1986

Concept research in industrial products and advertising

The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Susana Tisler

June 15, 1986

Election research and the climate of opinion

The main thesis of this paper is that we have taken a new step toward understanding democratic elections since the early seventies. We are now in a position to understand the influence of processes of public opinion on voting behavior. The new...

Catalogue: Seminar 1986: Opinion Polls

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1986

The contribution of qualitative methodology to creative advertising

This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Judie Lannon

June 15, 1986

Overseas research

The paper relates a case history involving the development of a new range of small Philips colour televisions for overseas territories i.e. those outside Europe, the U.S.A. and Japan. Whilst such markets differ enormously, there are certain common...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Anton C. Jacobs, David N. Aldridge

Company: Philips International

June 15, 1986