Resources Library by ANA

Explaining why consumers behave as they do, globally, with implicit models

Implicit Theory principally addresses the marketer’s need for diagnostic problem-solving. It explains why people behave as they do, at different times in different situations on different occasions, in order to satisfy different need states....

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Peter Sampson

September 1, 1999

The dialogue wheel

This paper serves as an introduction to the use of a comprehensive model for managers engaged with direct marketing and the use of market systems in B-t-B marketing. The DialogueWheel was first presented to six Scandinavian companies and has been...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Author: Gorm Kunøe

June 15, 1994

The Canadian media directors' television council commercial awareness model

This manuscript discusses the development of the Canadian Media Directors Council (CMDC) Television Commercial Awareness Model. The CMDC model allows advertisers to estimate the awareness levels that are generated from television advertising media...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Marshall Rice, Brad Davis

June 15, 1993

Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach

The main objective of this paper is to present a set of non-parametric tests that allow the analyst to detect the presence of purchase-event feedback. The principle is to set aside the potential impact of heterogeneity by analysing data at the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Gilles Laurent, John D. C. Little, Isabelle Le Roy

June 15, 1993

Letterbox VS. television screen

The experience derived from analysing several hundred continuous advertising tracking studies, and from conducting qualitative diagnostic research into many of the same advertisements, has led us to a number of hypotheses as to how advertising works....

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Peter Daniels

Company: KANTAR TNS Malaysia

June 15, 1993

Beyond judgements (German)

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Ulrike Grabner

Company: IMAS International GmbH

September 1, 1992

Beyond judgements

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Ulrike Grabner

Company: IMAS International GmbH

September 1, 1992

People are people the world over

The paper argues that: (I) A successful market segmentation study requires the application of structure and a proper integration of qualitative and quantitative research. Also, that the prime emphasis should be on actionability. (II) Lifestyle and...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1992

Smartie

In an ever changing world it is necessary to apply market research techniques that help keep pace with this changing environment. This paper introduces a technique, SMARTIE, not just for measuring current company image, but for identifying those...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Authors: Mary Short, Tricia Henry

June 15, 1991