Resources Library by ANA

Advertising testing measuring recall and persuasion

In recent times, simulated market models have been developed and validated to predict the penetration of new products in the real market situation. The copy quality input has been measured by two factors: the awareness and the persuasion. Copy tests,...

Catalogue: ESOMAR Congress 1987

Author: Anja Schweiker

Company: Burke, Inc.

September 1, 1987

Buyer behaviour and new product development

In this paper I discuss how this traditional process can be fruitfully reversed. We assume some target market share, and use our knowledge of the existing market to predict the new brand's penetration and repeat rates, share of requirements,...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Author: Andrew S. C. Ehrenberg

June 15, 1987

Market research for pricing and product positioning

This paper briefly reviews the different procedures currently used by market researchers to predict new product success. It then describes the price and positioning model currently being developed by The American Cyanamid Company in conjunction with...

Catalogue: Seminar 1987: Identifying Change in European Agriculture

Authors: Lewis H. Knickerbocker, N. Nichols

Company: Maritz Research

June 15, 1987

The effects of rural component on opinion polls

Past studies have attempted the effect of various factors on the accuracy of opinion polls. In the area of pre-election poll alone researchers have studied the effects of question order (Crespi and Morris, 1984), late trend in voter preference (Day...

Catalogue: Seminar 1986: Opinion Polls

Author: J. Rajaretnam

Company: IMRB International

June 15, 1986

The uncommitted tourist

This paper describes a model that has been designed to give tour operators insight into: - the number of tourists taking a foreign holiday the coming summer; - the countries they will be going to; - the extent to which they will use tour operators....

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Ted Vonk, Theo Hess

Company: NIPO

June 15, 1986

The predictive value of qualitative research

The objective of this paper is to illustrate the validity of qualitative research as a predictive tool. The predictive value of qualitative research and its possibilities of anticipating problem-solving is presented here as based on its own...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Susana Tisler, Juan S. Alós

Company: Ogilvy

June 15, 1986

An alternative to voting intention questions in political polls

This paper shows the construction of a questionnaire designed to overcome the limitations of simple reliance on declared voting intention for predictive purposes in elections characterised by close competition, presence of controversial candidates,...

Catalogue: Seminar 1986: Opinion Polls

Authors: Neyza Furgler, Orjan Olsen

Company: IBOPE Inteligencia

June 15, 1986

Marketing analysis on the basis of consumers' degree of involvement

Consumers' involvement in products considerably moderates their reactions to marketing and advertising stimuli. Involvement has now gained the status of a major parameter to be taken into account in advertising and marketing strategies. Current...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Gilles Laurent, Jean-Nöel Kapferer

Company: IFOP

June 15, 1984

Market research on on-line customer purchase data at a department store

This paper discusses how the department store "Magasin du Nord" uses the historical purchase information collected through the credit customer system as a source for planning purposes combined with the externally collected marketing research data....

Catalogue: Seminar 1984: Market Research And M.M.I.S.

Author: Ib N. Laursen

January 25, 1984