Resources Library by ANA

Profit from thinking!

The central thesis of the paper is that the profitability of research companies is hindered because market research is not perceived as a profession, either by those who sell research or by those who buy it. The most significant expression of this...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Hazel Kahan

August 23, 1981

The use of societal scenarios for improved corporate planning

The operating environment for many businesses is increasingly affected by social and political pressures, in addition to economic and technological ones. The need for systematic planning is generally accepted by business, but until recently it...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Christine A. Ralph MacNulty, Elizabeth H. Nelson

Company: KANTAR TNS Malaysia

August 1, 1981

How British and American employees view their companies and their jobs

This paper examines American and British attitude data bases and compares American managers' and employees' attitudes to British managers' and employees' attitudes. Data for these comparisons are derived from: Hay Associates and ORC in the USA, and...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Michael R. Cooper, Robert M. Worcester

June 15, 1981

Media research in the U.S

U.S. media research has a great deal of vitality, but no game plan and formidable structural problems. Key among these are over specialisation, research systems that are captives of the media and an absence of advertiser involvement . From his work...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Erwin Ephron

March 1, 1979

Consumer representation in government regulation

In the U.S. the Federal government is now participating more actively in marketing activities. It does so to reflect consumer interests and protect consumer welfare. Decisions reached by government regulators have far reaching effect on such...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Authors: William Lazer, Priscilla La Barbera

March 1, 1979

Effective media selection

What I plan to do is to speak rather narrowly to the subject which was - you recall - the cost of effectiveness of different media and in doing so, to touch upon each of the papers though not in any case at any great length, as that's really more for...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Timothy Joyce

June 1, 1978

The impact of segment dynamics on retail bank advertising strategies

Benefit Segmentation is a very popular tool in practical market delineation and promotional opportunity studies. This paper reports the results of a managerially oriented benefit segmentation study done in a midwestern United States bank market....

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Roger J. Calantone, Andrew C. Gross

June 15, 1977

New opportunities in magazine marketing

This paper represents a progress report on a continuing study of consumer magazines which is presently confined to Europe and America, but which is planned to cover other continents in the longer term. The philosophy behind the study is one that...

Catalogue: Seminar 1976: Research Into Distribution Problems And Consumer Purchasing Behaviour For The Publishing Industry

Author: Michael Bird

December 1, 1976

A pilot program to teach empathic skills to MBA candidates in marketing at Suffolk University

Based on her research on empathic skill levels of 464 professional advertising communicators and 515 students of advertising and marketing, this author believes that lack of empathic skill training is one of the “voids” in marketing...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: E. H. Auer

June 1, 1976