Resources Library by ANA

Hair and cosmetic products in the Japanese market

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Catherine Becker

Company: SORGEM IMR

November 1, 1996

Extending our knowledge of consumers through virtual reality

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth. This paper discusses problems with typical methods of collecting and analyzing...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Clive Wright, Stephen P. Needel

November 1, 1996

Value dimensions

Since the late 1970s, there has been a growing interest in using value dimensions for the explanation of consumer behaviour. The present paper discusses these applications. The communication of findings and problems of maintaining stability in the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Are Kvaerk, Flemming Hansen

Company: KANTAR TNS Malaysia

September 1, 1996

Fuzzy logic to rank attributes

The marketing research community has hitherto examined consumer behavior using mathematical models derived from non-human systems. We have adopted classifications demanding unequivocal decisions in allocating judgements to clear-cut categories such...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Akin Alyanak, Erkani Keyman

September 1, 1996

Local market qualitative data

This paper presents a new approach to collecting qualitative information (consumer behaviour data) at the local market level, linked directly to media consumption. The STrategic Audience Research system, or STAR initiative for short, involves a...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Owen Charlebois, Mark Rousseau

June 15, 1996

Market potential

Deregulation is creating competition in the communications industry, allowing telephone service providers, media companies and other firms to offer everything from local telephone services to video-on-demand. Businesses are especially being targeted...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Steven H. Cohen, Donald A. Anderson, Jill Hesser

June 15, 1996

The interactive consumer

The purpose of this paper is to show the importance of understanding consumer behaviour through research, in two main areas of the telecommunications market place. Firstly, it will discuss the importance of considering the consumer within the broader...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Clare Lees

June 15, 1996

Brand evaluation in a cross-cultural context

This paper addresses the widely debated topic of ‘cross-national convergence’ in consumer attitudes and behaviour with respect to global brands. The study is based on a survey of nationally representative samples of the adult population in...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Daniel Weber, Christine Woesler de Panafieu

June 15, 1996

Researching the future of communications in the UK

The social and technological changes which are under way in Britain, as in most developed countries, have direct implications for commerce and government. The increasing ease of access to new information technologies may well lead to radically...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Michael Svennevig, David E. Morrison, Sheila Byfield, Robert Towler

June 15, 1996