Resources Library by ANA

Decisive factors for the choice of holiday destinations

The knowledge of the decision-making factors and their significance in the selection of the holiday destination gives the German and foreign vacation regions the possibility of tailoring their offers towards the desires and needs of their vacationer...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Rainer Wohlmann

June 15, 1998

Generation Golf

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target...

Catalogue: International Automotive Marketing Conference 1998

Authors: Sven H. Becker, Rolf Dielenschneider

June 15, 1998

Interactive evaluation of the work environment

The paper presents a model of interactive evaluation of the work environment using the Internet. The model offers a number of possibilities. For example individuals in the target group which in this particular case are Swedish engineers will be...

Catalogue: The Worldwide Internet Seminar 1998

Author: Per Lundgren

June 15, 1998

Learning to live in Lilliput, the media-land where small is beautiful

Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Erwin Ephron

June 15, 1997

How to define the target audience with single source scanned data

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish two steps in the process: finding and identifying...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Carole Fagot

June 15, 1997

Investigating teens

The paper describes a new methodology for investigation of the teen public that constitutes an alternative capable of supplementing conventional data collection procedures. The new methodology was dubbed Photo-Show and the results obtained -...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Oriana Monarca White

May 1, 1997

Neither revolution nor Holy Grail

Throughout Europe, the economic situation has been rapidly changing during the past few years: high unemployment rates, decreasing wages, rising taxes, considerable efforts taken to meet the demands of the Maastricht Contract reveal that our economy...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions

Authors: Klaus Brüne, Michael Enzenauer

Company: Nielsen

February 1, 1997

The fragrance that is me

This paper illustrates non-verbal and psychology oriented test procedures to elucidate modes of self-experience relative to preferences for sensory stimuli, in particular for scents. As a result of these tests, a Spectrum of Positive Moods and Images...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Hans-Otto Schmidt

December 1, 1996

Turning swords into plough shares

Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand. Manufacturers share information with retailers to help...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Danielle Pinnington, Maureen Johnson

September 1, 1996