Resources Library by ANA

Efficiency of media fusion and single source data collection in advertising evaluation

This paper outlines the various research tools which can be used for media planning and evaluation. In particular single source and fusion techniques are described and compared as vehicles for media planning. Results are presented on the effect of...

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

Authors: Jeremy Wyndham, Richard W. Goosey

Company: Nielsen

September 1, 1990

The end of fusion fear?

One of the new developments in the field of market research during the last decade is the construction of fusion techniques. We developed a procedure called VENUS. This method was applied in the Netherlands several times, and a cumulation of...

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

Author: Alfred E. Bronner

September 1, 1990

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

The challenges and opportunities for new product development in the FMCG industry

The objectives of this paper are to suggest the need for a definition of ’major’ new products in the FMCG industry and to outline the challenges and opportunities for European new product development as we approach the Single Market. The...

Catalogue: Seminar 1990: New Product Development

Author: Bill Ramsay

June 15, 1990

ARF criteria for marketing and advertising research

These criteria are intended to provide helpful guidelines for planning and reporting market research studies and for assisting practitioners and users of market research to evaluate the quality, relevance, and utility of the information reported. The...

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

January 1, 1990

Guidelines for the public use of market and opinion research

This is an effort to state a professional consensus on how market and opinion research for public use should be assessed and what determines how useful, sound, and credible particular research may be in such applications. The guidelines which follow...

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

January 1, 1990

Judging the efficiency of sponsorship

The central theme of this paper is the point that sponsorship is part of a total communications package and that, if wisely and correctly included, it can add synergy to the entire marketing communications efforts of a given company. As such, it...

Catalogue: ESOMAR Congress 1987

Authors: Peter J. Hayes, Ton Otker

September 1, 1987

A model for a cost-benefit analysis of a new pharmaceutical

There is growing clamour of late that the evaluation of new pharmaceuticals should not only contain analysis of safety and efficacy, but also elements of economic analysis. The reason: the quality of present-day background material is such that it...

Catalogue: Seminar 1987: Pricing And Forecasting In Pharmaceutical Industry

Author: P. Hertzman

June 15, 1987