Resources Library by ANA

Marketing myopia revisited

The paper represents some of the core concepts first put forward by Theodore Levitt in his epochal paper titled Marketing Myopia linking failure of leadership and decline of industry. Using those concepts, this paper tries to profile the response of...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Dhananjayan Kashyap

Company: Unilever

March 1, 1996

Beyond demographics

The South African market research industry has been strongly influenced by its segregationist past, and Qualitative research is no exception. Political and geographical isolation of the country, and of the research industry, has resulted in little...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Christiane von Ulmenstein

December 1, 1995

How to ask a question and what to avoid

Questionnaire design must be regarded as one of the most critical phases of a market research survey because if the required information is not covered adequately or if the questions are not asked properly then no amount of clever interviewing or...

Catalogue: ESOMAR Teach-In Seminar 1995: All You Ever Wanted To Know About Sampling, Statistics And Questionnaires

Author: Jack Hamilton

February 14, 1995

So what? So nothing! (Or putting yourself in your client's shoes)

I referred to the "agency or consultancy" side of the business, because there is no generally accepted definition of our business: are we market research agencies, are we marketing research consultants, are we research suppliers? Here, we are...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Author: Farrokh Suntook

June 15, 1994

Problems of conducting research in difficult markets

In various countries in the Middle East, there are numerous problems facing marketing research, which are hindering and affecting the overall quality of research. Some of these problems relate to lack of understanding of marketing research, others to...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Loula Zaklama

Company: RadaResearch & Public Relations Company

January 1, 1994

What changes will be needed within the research agency?- Radical change, evolution or heads down?

Significant changes have occurred within multinationals during the past few years and most of them are now in the process of implementing new international marketing programmes. The paper is divided into two parts. The first part reviews the major...

Catalogue: Seminar 1993: Marketing And International Research

Author: Katherine Passerieu

Company: Harris Interactive (Europe)

June 15, 1993

From party rule to rating rule

The author analyses a lastly changing Central Eastern European country from the aspect of the transition of media and advertising market in its social, political and economic context. Respecting the exact chronology of events the paper leads through...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Thomas Oehler

June 15, 1993

Strategy 2000

Opening speech from Mary Goodyear at ESOMAR Congress 1993.

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

Author: Mary Goodyear

June 15, 1993

Changing roles and new opportunities in the international client-agency relationship or are we using a sextant to steer a spaceship?

Today the kinds of projects undertaken by research managers are no longer confined to traditional types of research. There are projects bringing together cross-functional teams and consumers to brainstorm ideas or to solve problems; there are...

Catalogue: Seminar 1993: Marketing And International Research

Author: Kay Broadbent

June 15, 1993