Resources Library by ANA

Measurement of the objective and subjective speed of inflation

This paper is devoted to a discussion of the influence of high inflation economies dominated in most countries of Eastern Europe and the former Soviet Union on the choice of marketing strategy and the ways to measure the speed of inflation. The first...

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Anna V. Andreenkova

Company: CESSI- Institute for Comparative Social Research

April 1, 1995

Marrying marketing research and virtual reality

Marketing researchers are constantly attuned to the methodology of data collection, understanding this facet of research on a number of dimensions: collection procedure validity, demand characteristics, length of field execution, and research cost....

Catalogue: Seminar 1995: Information Technology- How Can Research Keep Up With The Peace Of Change

Author: Stephen P. Needel

January 1, 1995

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994

Author: Ian E. Wood

June 15, 1994

Dynamic segmentation

The paper looks at traditional ways of segmenting consumers and suggests that, with increasingly complex markets and with changing patterns of consumer behaviour, they are inadequate. A new approach to segmentation 'modal' or 'dynamic' segmentation...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Brian Hooper, Hans-Erik Anderssen, Peter Sampson

Company: Burke, Inc.

June 15, 1994

Viewer's willingness to pay and programme choice

As background to planning for the multi-channel interactive future we address two linked questions : What is the demand for different type of programmes? How much would viewers be willing to pay directly for their habitual channels? The paper draws...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Andrew S. C. Ehrenberg, Pamela Mills

May 1, 1994

The assessment of communication quality

The present article starts with a discussion of the definition problems concerning the concept of communication quality. The conclusion is that communication quality is not an unequivocal concept, and it is argued why the criterion should be found in...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Author: Theo B.C. Polesz

September 1, 1993

Domain specific market segmentation

Market segmentation can be considered as one of the most fundamental concepts of modem marketing. If you're not thinking segments, you're not thinking marketing. The selection of a basis for segmentation is required. In the sixties and seventies,...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Hans Elzinga, Alfred E. Bronner

Company: Veldkamp Marktonderzoek

September 1, 1992

Talking to Brazilian women: 30 years of history

Studies that track te are not very frequent are very common in th hard to find in that behaviour and advertisively, approaches to our intention was to analysis of what might happen in the long term. The objective of the product categories (food, home...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Cecília Russo, Jaime Troiano

September 1, 1992

Socio-cultural indicators

The technical team of Line Staff, in collaboration with the Department of Culture of the Autonomous Government of Catalonia, has developed two tools designed to optimize the analysis of cultural behavior: - Socio-Cultural Index (SC!) - Activity Index...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Jordi Guixà, Miquel Pardina

September 1, 1992