Resources Library by ANA

Research for corporate decisions

The ABN AMRO bank has outsourced the Consumer Marketing Research Department. The NIPO the major Marketing Research company in the Netherlands handles all the marketing research for the consumer market. The NIPO consultant has responsibility for the...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Jan Bouts, Marga Brijs

Company: NIPO

September 1, 1995

Scanner-based data applications for improving FMCG sales and marketing efforts

Electronic Point Of Sale (EPOS) data from grocery store scanners have led a revolution in the way manufacturers and retailers use data for strategic and tactical decision making. The industry continues to change, with more robust, actionable...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Thomas Harris

September 1, 1995

Big deal

This is a quantitative analysis of the advertising philosophy of ten prominent people in Dutch advertising - five from big commercial firms, e.g.: Mora (Lever) and DE (Sara Lee), and five from big advertising agencies, e.g.: Saatchi & Saatchi and...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Marten Brouwer, Nina Binnendijk

September 1, 1995

Virtual reality shopping simulation for the modern marketer

Virtual reality of some kind would seem to be a natural tool for market research. It has the potential to help the marketing decision maker in that it can allow him to model what people do rather than rely simply on what people say they will do. The...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Stephen Cohen, Mike Gadd

September 1, 1995

Let me show you our holiday video.....?

At the beginning of the 1990’s, it was recognised that the existing information on the volume and value of tourism and the characteristics of the visitor market was inadequate as an input to the forward planning and development of tourism on...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Chris Brock, Tom Costley

September 1, 1995

Can advertising pre-tests predict the longevity of advertising effects?

This paper starts by examining possible reasons for the lack of consistent in-market validation of advertising pre-tests. It is hypothesized that conventional pre-testing measures may not distinguish well between transitory and more permanent effects...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Max Blackston

September 1, 1995

ICC/ESOMAR international code of marketing and social research practice (German)

This Code sets out the basic principles which must guide the actions of those who carry outor use marketing research. Individuals and organizations that subscribe to it must follow notjust the letter but also the spirit of these rules.

Catalogue: ESOMAR Codes And Guidelines

Authors: ESOMAR B.V., ICC B.V.

September 1, 1995

Marketing in a changing society

Changes in marketing environments have, in many cases, rendered traditional company-to-consumer marketing and communications strategies insufficient, as the need to target, communicate, and address the needs of different constituencies has increased....

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Michael Cohen, Jennifer Scott

September 1, 1995

To work or not to work

The unprecedented economic boom in China has resulted in a high demand for local managerial talent, as most multi-nationals have recognised that in order to sustain their business growth, they need to localise fairly rapidly. Consequently, the young,...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Khushi Khanna

September 1, 1995