Resources Library by ANA

Is market research a waste of time?

The purpose of this paper is to be provocative, whilst at the same time taking a serious look at some of the issues which can lead to market research being deemed a waste of time. As market researchers, we are unlikely to be of the opinion that the...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Author: David Buswell

June 15, 1994

Participants say the darndest things

Media researchers often focus on the need for precise methodological conclusions from large-scale experimental research. In Arbitron's experience, however, many innovations have their roots in a very simple exercise—listening to comments by...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Thomas W. White, James D. Peacock

Company: Nielsen

May 1, 1994

Informing companies

Market research is in the 'informing and guiding companies business'. Its effectiveness depends on the quality of the informing service provided by both agencies and internal research departments. Examples from the motor industry suggest that many...

Catalogue: Seminar 1993: Marketing And International Research

Author: Philip Wade

June 15, 1993

Statistical efficiencies in the new UK television audience measurement panels

A new BARB Audience Measurement Service for the UK was introduced in August 1991 using larger more dispersed samples. Among its most important innovations has been disproportionate demographic sampling in favour of certain key target audience...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Steve Wilcox, Barry Reeve

June 15, 1992

Business-to-business segmentation

This paper moves from the consideration that a segmentation strategy proves efficient only if it enables the Company to offer to its Customers a set of benefits that match their needs and expectations. In business-to-business marketing this means...

Catalogue: Seminar 1992: Business To Business Marketing

Author: Glauco T. Savorgnani

Company: DOXA

June 15, 1992

A little chopping might save the trees

Direct marketing is increasing in popularity as a means of selling to the consumer and business customer, it is nevertheless one of the most wasteful and ineffective forms of marketing. Direct marketers talk glibly of 2% effective rates from a...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Author: David Pring

June 15, 1991

How to measure and improve the performance of the marketing research function within user companies? (French)

This document describes the method of survey and analysis used to evaluate the performances of the "market research" function in twelve companies belonging to the BSN group. The principal objectives of this project were the following: - to formulate...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Denis Lindon, Jean-François Boss

September 1, 1990

How to measure and improve the performance of the marketing research function within user companies?

This document describes the method of survey and analysis used to evaluate the performances of the "market research" function in twelve companies belonging to the BSN group. The principal objectives of this project were the following: - to formulate...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Denis Lindon, Jean-François Boss

September 1, 1990

Semiotics and its application to international qualitative research: The specificity of the approach

The main purpose of this paper is to demonstrate the efficacy of the "semiotic" approach to qualitative marketing research on an international level. This will be carried out in two phases: Firstly, a theoretical overview in two parts: - On the one...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Odile Solomon

June 15, 1990