Resources Library by ANA

The concept of prescriber scaling of intrinsic drug factors

Intrinsic drug factors consist of all the properties of drugs that determine its clinical profile. There is usually a large amount of clinical data available at the moment of market introduction of a new drug. From these data a clinical profile can...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Erwin A. Douwes, Petra Draaijer

June 1, 1995

Developing integrated forecasts in an increasingly complex, global pharmaceutical market

As decision-making for prescription pharmaceuticals becomes increasingly pluralistic, forecasting the market share of a new product or line extension is more difficult than ever, especially in global, international applications. This paper presents a...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: William F. Mckenna, Girish Patwardhan, Juliet J. Goodfriend

June 1, 1995

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Rosie Riley, Aurora Yasuda

Companies: KANTAR TNS Malaysia, IBOPE Inteligencia

May 1, 1995

Listen, learn and lead

The primary purpose of a Market-Based Decision Network is to provide information and process tools to enterprise and operating management. It is a team of experienced people positioned to assist all levels of management by creating a set of processes...

Catalogue: International Automotive Marketing Conference 1994

Author: Vincent P. Barabba

June 15, 1994

The role of prior decision constraints

When purchasing high involvement consumer durables such as new cars, consumers are assumed to progress through the following stages: Problem or Need Recognition; External Search; Alternative Evaluation; Purchase or Choice; Outcomes or Postpurchase...

Catalogue: International Automotive Marketing Conference 1994

Authors: Girish Punj, Richard Brookes

June 15, 1994

Re-engineered research program for print advertising on the B-T-B market

In the spring of 1994 the Berlingske Group of newspapers in Denmark conducted a survey to gain new knowledge about the decision-making process that business-to-business advertisers’ use in making their media and marketing plans. The project was...

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

Author: Eileen Klitvad

June 15, 1994

Business restructuring in market research

This paper considers the role of business information systems in affecting this change. Not driven by technology but driven by business requirements. We demonstrate how, at Bayer UK, the effective integration of data from multiple sources is rapidly...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Marion Wyncoll, John Markham

Company: Bayer AG

June 1, 1994

The pharmaceutical information center... A major resource for decision making

The modern pharmaceutical information center can be a key resource for decision making, but in order for this to occur and for line and staff management to get what they need from this center, several things are necessary, in addition to the obvious...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: George Gerson

June 1, 1994

Value of a forecast or putting the pieces together

A forecast is the summary of all of the qualitative and quantitative, primary and secondary research on an issue, therapeutic class, or business opportunity. The forecast represents the best judgment of the market research group which combines market...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Bill Lawson

June 1, 1994