Resources Library by ANA

TV advertising pre-testing

This is a case history of an attempt to use established, non- innovative research techniques to construct a system of T. V. advertisement pre-testing which could provide actionable results. For marketing management the research results must relate...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Roger S. Parkyn

September 1, 1976

How should a product score in a blind test to stand a chance in the market?

On the basis of practical research experience gained over many years the author has formulated guidelines for the interpretation of product test results. These guidelines are minimum ratings a product should score in a product test if it is to have a...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Jörg Rehorn

September 1, 1976

How should a product score in a blind test to stand a chance in the market? (German)

On the basis of practical research experience gained over many years the author has formulated guidelines for the interpretation of product test results. These guidelines are minimum ratings a product should score in a product test if it is to have a...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Jörg Rehorn

September 1, 1976

The use of micro market testing in the evaluation of alternative promotional strategy

This paper reviews Mini-Test Market experience in the field of consumer promotions testing and concludes that pre-evaluation of alternative promotions or indeed of any alternative marketing action needs a valid test method which in turn offers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Author: Tom Blackett

June 15, 1976

A pre-test procedure which works

A communication model based upon exposure, information transmission and attitude change is proposed. Particularly the information transmission is dealt with in connection with a campaign for the Danish Railroads. This campaign has as its main purpose...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Erik Bache, Flemming Hansen

Company: AIM Create

August 1, 1975

Prognoses today for the behaviour of tomorrow

Within the scope of the IHA method research programme we have endeavoured to develop a hypothesis under test which is capable of discerning continuous developments in the market, before these are measured in the form of buyers, or non buyers, as...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Josef Stofer

August 1, 1975

Prognoses today for the behaviour of tomorrow (German)

Within the scope of the IHA method research programme we have endeavoured to develop a hypothesis under test which is capable of discerning continuous developments in the market, before these are measured in the form of buyers, or non buyers, as...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Josef Stofer

August 1, 1975

Concept testing in the pre-launch phase

In order to maximise the profitable exploitation of new products it is essential for pharmaceutical manufacturers to evaluate new product concepts and, nearer to the date of launch, assess the relative merits of possible promotional concepts. Concept...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development

Author: John S. Burton

March 1, 1975

The difficulties and practicalities of advertising testing amongst doctors

This short paper is an attempt to outline some considerations, approaches and problems found in researching advertisements aimed at influencing doctors, particularly drawing attention to those problems which occur in new product advertisements....

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development

Author: Colin N. Maitland

March 1, 1975