Resources Library by ANA

Organizational buying behavior

This paper is part of an international study. It discusses the behaviour of purchasing managers and the people they interact with throughout the purchasing process. After a brief description of the methodology used, the first part focuses on the...

Catalogue: Seminar 1992: Business To Business Marketing

Authors: Andrew C. Gross, Renaud de Maricourt, Francis Malige

June 15, 1992

Predicting reactions of farmers to a changing competitive and pricing situation

This paper shows how the NSS PRICE SENSITIVITY METER, developed by one of the authors was applied to a multi-country agricultural research problem. It demonstrates how, by combining the price perception data with other types of data accurate...

Catalogue: Seminar 1992: European Agriculture In Transition

Authors: T. Justus Homburg, Peter H. van Westendorp

Company: Bayer AG

June 15, 1992

Pan-European economies of scale

The main thesis of this paper is that researchers are placing themselves in danger from their failure to realize the financial constraints of their clients when researching the new Europe. If researchers see pan-European studies as a profit goldmine,...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Michael M. Roe

June 15, 1992

How global are global brands?

Based on a survey of 210 pan-European brand managers, this paper presents an empirical assessment of the state of the art in so-called "global branding. Among the main conclusions, it is shown that the "global brand is a myth: some facets of such...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Jean-Nöel Kapferer

June 15, 1992

Are senior people the same across Europe? The approach of an international magazine

The question posed is the backdrop of the international development of a magazine for senior people : Notre Temps. In view of the exceptional success of this magazine in France, we decided to adapt this concept in Europe and over the North American...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Hubert Chicou

June 15, 1991

The use of non-verbal techniques in multi-country research

As respondents often have difficulty communicating the strength of their feelings, verbal altitudinal response can be a poor predictor of consumer behaviour. However, when physiological data is added to measure the intensity of TRUE feelings an...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Authors: Liz Dewson, Hervé Gremont

Company: KANTAR TNS Malaysia

June 15, 1991

Searching for common ground in the New Europe (German)

The New Europe represents a unique challenge to companies and the research industry alike. Its structures and market dynamics are not yet firmly established. There are no valid "maps" or orientation systems which would be needed for reliable...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Udo Reuter

Company: IMW-KOELN GmbH & Co. KG

June 15, 1991

Coordinating international research projects... Easy to say but...

Coordinating international research projects is not really easy. But it becomes much easier if and only if - the coordinating executives have the appropriate personality and culture - the sub-contractors react like partners, put their heads together...

Catalogue: Conference 1991: International Marketing Research

Author: Jean Quatresooz

June 15, 1991

Homogeneity and comparability of radio audience measurements in Europe

The Radio speaks to every one of us directly, without trans laters, without intermediates, immediately, about what interests us, about what we like, in our language. Any marketing and publicity professional, or of audience research, is aware of the...

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Authors: Paloma Abascal, Marisa Ortiz

June 15, 1991