Resources Library by ANA

Processing the meaning of stimuli in the absence of stimulus-identification

Because perception is important in the field of advertising, some perceptual phenomena and theoretical insights are discussed, since several misconceptions, mysticisms and controversies seem to exist with regard to 'subliminal perception' and the...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Author: Mark J. A. Zoon

June 15, 1984

More value from image research for less money

Since the introduction of the image concept to marketing a significant part of marketing research budgets is spent on image research. Stimulated by the necessity to adapt existing research techniques to research by telephone, NSS, in co-operation...

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

Authors: L. J. van der Herberg, Peter H. van Westendorp

June 15, 1984

New qualitative studies (French)

The world economic crisis has had fundamental repercussions on marketing and qualitative studies. The need for exactitude and the increased culture of economic actors have resulted, to a certain extent, in the breakdown of the barrier which existed...

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

Author: Pascal Fleury

June 15, 1984

New, surprising findings gained by indirect measurements (German)

Brand consciousness, qualify differentiation, emotional and aesthetic desires in the field of consumption—are these things out of place today in a time which regards as decisive the rational consumer who only wishes to be "informed", who only...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1983

The use of research in the development of tourist facilities

The paper reviews the use of research in the development of site-based tourist facilities, covering a wide variety of private and public sector operations. It firstly examines the particular features of the markets in which such facilities operate,...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Authors: Mary Short, Jonathan Wilkinson

June 15, 1983

New, surprising findings gained by indirect measurements

Brand consciousness, qualify differentiation, emotional and aesthetic desires in the field of consumption—are these things out of place today in a time which regards as decisive the rational consumer who only wishes to be "informed", who only...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1983

The current state of methodological developments in the multivariate analysis of surveys

The paper considers the current state of multivariate analysis when the data available only take the form of binary and classified variables. This restriction has meant that researchers have had to develop new techniques to deal with problems of...

Catalogue: Seminar 1982: Classifying Consumers

Author: Paul Harris

June 15, 1982

Techniques for targeting television advertising to product users

The belief in the potential for direct targeting of television advertising has grown out of five years' experience conducting fourteen Commercial Recognition Studies. In total, one hundred and five housewife- targeted commercials, forty five...

Catalogue: Seminar 1982: Improving Media Research

Authors: Sue Stoessl, Suzanne Hatley

June 15, 1982

Measurement of retail sales beyond the normal packaged grocery products

The paper describes an attempt to measure retail sales beyond the usual measurement of branded packaged groceries. It explains why the attempt should be made, especially by an independent television contractor; it examines the method used to obtain...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers

Author: Hugh Johnson

June 15, 1982