Resources Library by ANA

Capturing the complexity of advertising perceptions

This paper is concerned with finding appropriate ways in which qualitative research can examine how advertising is perceived so that we can extrapolate accurately from the research situation to reactions while watching ads on-air. An American...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Alan Swindells, Alan Branthwaite

Company: KANTAR TNS Malaysia

December 1, 1995

Opening up the black box

The paper argues that, while we have refined the moderation of qualitative interviews, for reasons that are sometimes as much political as practical, we have neglected the study of the interpretation of qualitative data, consigning it to an...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Virginia Valentine

December 1, 1995

Understanding subjectivity beyond individuality

In this paper we propose to consider the approach to the subjectivity of consumers on the assumption that there is now a TRUE consumption culture which inspires their behaviour and ideology, strongly influencing the perception of products and brands....

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Laura Cantoni, Luigi Ferrari, Laura Frontori

December 1, 1995

Hallo, this is qualitative research speaking!

We live in a context made of a hundred parallel societies and we see a variety of behaviour and consumption patterns. Above all, we know they are rooted in a complex process that involves not only the emotional level, but also the rational, cultural...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Carlo Santucci, Susanna Cesarini

Company: RQ Ricerche Qualitative

December 1, 1995

The 7 mortal sins in qualitative research

This paper is concerned with illuminating and investigating the discrepancy between the excellent knowledge on good qualitative research and the practice of applied qualitative research. The analysis leads to the conclusion that first of all there is...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Udo Reuter

Company: IMW-KOELN GmbH & Co. KG

December 1, 1995

The technological fix in qualitative research

This paper questions whether the introduction of high technology as a tool for qualitative research can be viewed as an attempt to provide the qualitative output with a spurious quasi-scientific validity. We argue that the introduction of technology...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Lesley Thompson, Richard Pike

December 1, 1995

Using quantitative and qualitative methods to measure the effectiveness of rebroadcasting

The placement of international radio programs on local frequencies, or rebroadcasting, is a growing phenomenon in the countries of the former Soviet Union. International broadcasters have hoped to stem the loss of listeners on shortwave frequencies...

Catalogue: Radio Research Symposium 1995

Authors: Susan Gigli, Michael Haney

July 1, 1995

The role of qualitative research in interpreting audience measurement data for local radio

In line with the BBC's policy of 'Extending Choice 1' , BBC Local Radio stations have increased their reliance on broadcast journalism to distinguish them from the commercial competition. Over the past two or three years there has been a gradual...

Catalogue: Radio Research Symposium 1995

Author: Eleanor Cowie

Company: British Broadcasting Corporation (BBC)

July 1, 1995

Utilising continuous panels for qualitative research (Spanish)

This paper describes the methodology involved in what we have called the "Continuous Qualitative Panel". The tool is a result of the combination of different research techniques, such as individual interviews, group sessions, consumer panels, market...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Eduardo Garcia, Roberto Castro

September 1, 1994