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Research papers

Segmenting and constructing markets

The purpose of this chapter is to provide an outline of some prominent issues in the area. There is particular emphasis upon marketing considerations and applications. The marketing man can be faced nowadays with bewildering volumes of data, gathered...

Catalogue: Consumer Market Research Handbook
Author: Tony Lunn
August 1, 1986
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Citation

Lunn, T. (1986a, August 01). Segmenting and constructing markets. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/segmenting-and-constructing-markets


Research papers

Guidelines on the use of qualitative techniques in cross-cultural research

A series of studies over a number of years has demonstrated convincingly that accurate measurement of cross-cultural attitudes and perceptions is possible. The success of the studies amongst a diversity of language and cultural groups was largely...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Nesta Morris, Pat van der Reis
June 15, 1986
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Citation

Morris and van der Reis (1986a, June 15). Guidelines on the use of qualitative techniques in cross-cultural research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/guidelines-on-the-use-of-qualitative-techniques-in-cross-cultural-research


Research papers

Changes in corporate market requirements

Companies and banks are confronted with the same problem of an uncertain economic environment. This presents both with a challenge. Banks first learned from past experience and imposed new guidelines for their assets and liabilities management. Most...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Patrick Horlait
June 15, 1985
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Citation

Horlait, P. (1985a, June 15). Changes in corporate market requirements . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/changes-in-corporate-market-requirements-


Research papers

Towards making better new product ads

This paper reviews several recently-published studies, all of which provide practitioners with some research-based guidelines on how to make more effective new product advertising. These studies begin to fill a gap which has existed in the otherwise...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: David W. Olson
June 15, 1985
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Citation

Olson, D. W. (1985a, June 15). Towards making better new product ads. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/towards-making-better-new-product-ads


Research papers

Changes in corporate market requirements (French)

Companies and banks are confronted with the same problem of an uncertain economic environment. This presents both with a challenge. Banks first learned from past experience and imposed new guidelines for their assets and liabilities management. Most...

Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Patrick Horlait
February 1, 1985
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Citation

Horlait, P. (1985a, February 01). Changes in corporate market requirements (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/changes-in-corporate-market-requirements-french-


Research papers

Some practical guidelines for selecting an appropriate perceptual mapping technique

This paper addresses some of the issues pertinent to the mapping process with the aim of simplifying the choice of alternatives. A number of commonly used and recently developed mapping methods are systematically compared by partitioning the mapping...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: Dhruba Gupta
June 15, 1984
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Citation

Gupta, D. (1984a, June 15). Some practical guidelines for selecting an appropriate perceptual mapping technique. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/some-practical-guidelines-for-selecting-an-appropriate-perceptual-mapping-technique


Research papers

Guiding creative people

What we have tried to do is to pull together some of the lessons we have learned, and to describe how we think research should be used to help create effective advertising.

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: David Cowan, Ross Barr
June 15, 1983
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Citation

Cowan and Barr (1983a, June 15). Guiding creative people. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/guiding-creative-people


Research papers

Teen talk: A foreign language?

Young people tend to use advertising quite differently to their elders. They represent a generation which has grown up with increasing exposure to a range of media, which are in their turn becoming ever more sophisticated. The observations in this...

Catalogue: Seminar 1980: Children And Young People
Authors: Mike Sargent, Vivienne Mandel
June 15, 1980
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Citation

Sargent and Mandel (1980a, June 15). Teen talk: A foreign language?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/teen-talk-a-foreign-language-


Research papers

Corporate strategies for new-product development in multinational enterprises

The aim of this paper is to describe some of the techniques which have been developed by three multinational enterprises for use in the complex process of bringing new products to the market place. The development of new products inherently involves...

Catalogue: Seminar 1979: New Product Development
Author: Ilkka A. Ronkainen
October 1, 1979
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Citation

Ronkainen, I. A. (1979a, October 01). Corporate strategies for new-product development in multinational enterprises. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/corporate-strategies-for-new-product-development-in-multinational-enterprises