Resources Library by ANA

The poor, the bad and the ugly

There is only one answer: we have to search for new tools! Our search will be successful if we follow the new trends. For the pharmaceutical industry, we can identify seven main trends: o global harmonization, o block-buster phenomena, i. e. the...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Author: Dieter Korczak

Company: GP Forschungsgruppe

June 15, 1997

Marketing research and information technology innovation

The paper describes the following: a short introduction of Japan’s marketing research industry; usage of and needs for marketing information and research including relationship marketing among research users; research user attitudes toward...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Kazuo Kobayashi

June 15, 1997

How to cope with sensitive issues in market research

The primary purpose of this paper is to illustrate the implication of sampling, recruitment and respondent interviews when conducting research on ‘sensitive’ topics in the global marketplace. The paper will discuss how cultural...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Author: Mila C. Montemayor-Orr

June 15, 1997

How to define the target audience with single source scanned data

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish two steps in the process: finding and identifying...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Carole Fagot

June 15, 1997

Application of traditional pricing research methods

This paper seeks to show, by means of a recent case study, a relatively new field where traditional research methods were applied. We will demonstrate how the data obtained by the effective use of a fairly standard research method was used as hard...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Authors: David McCallum, Mungo Gilchrist

June 15, 1997

Proposal for reach and frequency calculation in a continuos panel (Spanish)

The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TY audience in a continuos panel by electronic measurement. Adding up...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Jose Ruben Elias, Luisa Fernanda Streber

Company: IBOPE AGB Mexico

June 15, 1997

Depression research in European society

In order to meet these needs the market research ed achievement of the following objectives: o estimate the prevalence of depression, diagnosed by a doctor or undiagnosed, in the community across the major European markets; o assess the impact of...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Authors: Janet Parker, David Owen

Company: KANTAR TNS Malaysia

June 15, 1997

Local retailers counter multinationals

In the Czech Republic, internationalisation of retail structures has become the topic of the day. More and more multinationals are entering the Czech market. This paper provides an analysis of latest developments and an overview of the increasing...

Catalogue: Seminar 1997: The Changing Retail Scene

Authors: Tomás Drtina, Evzen Pospisil

June 15, 1997

Strategic capital of brands within the new international and Latin American scenario (Spanish)

The brands are assets strategic yet usually wrong evaluated. The validity from the big brands yet Many years after from the disappearance from the products physical what they designated check what the brands "Pay" the investment Applied in they....

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Alberto Wilensky

June 15, 1997