Resources Library by ANA

Who is in bed with Madonna?

Conventional research methods tend to lack efficiency as they do not take into consideration the specific quality of moving images: their sequentiality, and the resulting sequence of perception. Therefore it seems futile to further develop aspects of...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Michael Altrogge, Eva Schabedoth

December 1, 1995

Inspiring details

This paper starts with a discussion of the overlapping domains of anthropological study and market research, pointing out the fundamental role culture plays in shaping brands. It then explores the uses of anthropological theory and ethnographic...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Rita Denny

Company: The B/R/S Group, Inc.

December 1, 1995

Qualitative marketing research

For quite some time now, marketing researchers found themselves at a distance from the TRUE decision making level of marketing contexts. Now, as the marketing environment becomes increasingly complex, it is evident that the role of the marketing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Marianne de Souza

Company: MSM

December 1, 1995

A pioneer media survey

This paper demonstrates how qualitative research and new consumer theory led to a pioneer media survey of screen advertising in Danish cinemas. The mission of qualitative research was in this case to identify and explain changes in consumer...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Poul Mailer, Christian Alsted

December 1, 1995

Hallo, this is qualitative research speaking!

We live in a context made of a hundred parallel societies and we see a variety of behaviour and consumption patterns. Above all, we know they are rooted in a complex process that involves not only the emotional level, but also the rational, cultural...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Carlo Santucci, Susanna Cesarini

Company: RQ Ricerche Qualitative

December 1, 1995

The 7 mortal sins in qualitative research

This paper is concerned with illuminating and investigating the discrepancy between the excellent knowledge on good qualitative research and the practice of applied qualitative research. The analysis leads to the conclusion that first of all there is...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Udo Reuter

Company: IMW-KOELN GmbH & Co. KG

December 1, 1995

The technological fix in qualitative research

This paper questions whether the introduction of high technology as a tool for qualitative research can be viewed as an attempt to provide the qualitative output with a spurious quasi-scientific validity. We argue that the introduction of technology...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Lesley Thompson, Richard Pike

December 1, 1995

Television advertising as social communication

The attitudes of the different social groups of Ukrainian population to television advertising are considered in the paper. The analysis is based on the data of the surveys and the focus groups. The main conclusion is simple. In a society with...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Natalia Kostenko, Tatyana Koshechkina

November 11, 1995

Vision and research

The subject of this contribution is the succesful market-launch of the news-magazine FOCUS in Germany in 1993. We shall begin by examining the genesis of the magazine: from the original conceptual vision to the point of its realisation. Central to...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Authors: Ulf-Dieter Filipp, Petra Maria Nippa

November 1, 1995