Resources Library by ANA

Marketing research as a basis for the structuring of a sales and service organisation

This paper describes how a low-budget industrial marketing research programme was carried out and used in order to provide a basis for the structuring of a field sales organisation in a Norwegian company, NOREMA A/S, which is market leader in the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Ragnar Carelius, Bjørnulv Mortensen

June 15, 1977

Market mechanics 2

One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Wilfried Wenzel, Heino Stöwsand

June 15, 1977

The use of research in socio-political decisions

The authors put forward a personal view of the development of social research in Italy since the end of World War II. They describe some of the difficulties inherent in commissioning and interpreting this type of research. Examples are given about...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Vincenzo Cesareo, Patrick G. M. Standen

June 15, 1977

Secure procurement

In recent years with growing pressure on profits and (at any rate in the U.K.) state interference in price-fixing, many companies have been devoting more attention to the need to develop procurement policies: skill and foresight in purchasing often...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Authors: Howard Biggs, David J. Corbett

June 15, 1977

The sources of bias and their control in group depth research

Because of the qualitative nature of group discussions, they are often the subject of debate centering around two major issues. First to what extent are the results generalizable to the real world (external validity) and second what effect do certain...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Al C. Farrell

Company: Molson Coors

June 15, 1977

Bringing merit to Europe

In June 1976 Philip Morris Europe mounted an extensive programme of product testing in an important European cigarette market for a new filter brand called "Merit". The Company intended to make use of the test results in Its launch advertising, this...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Ivor Shalofsky

June 15, 1977

The role of new information technology in decision making

The thesis of this paper is that a new technology exists and that within the next generation, it will drastically alter the jobs of market researchers and the methods by which decisions are made. First, we will look at decision making, its past, its...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Samuel A. Wolpert

June 15, 1977

Uses of research for decision making in the social-political sphere (German)

Using the example of the German General Election 1976 we show how decisions can be reached with the help of survey research. Many examples are detailed: 1. Definition of the central theme of the election campaign; 2. Decision concerning the election...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1977

An evaluation of the use made of evaluation research in a national tourist board

The paper argues that this research, as well as providing a necessary check on the Board's marketing performance, should provide useful guidance to the creation of future marketing. In order to assess the extent to which such research has proved so...

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Rodney A. Oliver

June 15, 1977