Resources Library by ANA

Discovery of a new target group by means of market research as an aanswer to recession (German)

The situation on the oil market in Germany has been an extremely difficult one for a number of years. Permanent price fights of the established trademark companies among each other and with the petrol stations of consumer markets have, for a long...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: Jurgen Meyer

June 15, 1984

Reaching the right people

This investigation concerns itself with two major media of appeal to housewives in Britain: commercial television and women's magazines. It can be demonstrated that these two media — or more accurately their audiences — are distinctly...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Authors: Derek H. Davies, Michael Grant

June 15, 1984

An analysis of the quality factor for adding value in food and drink markets

In its major food and drink forecasting study across West Europe (NUTRITION 1990), GIRA predicted the volume decline in food and drink markets, but compensated by an increase in value in food markets. The explanation of this paradox is that the...

Catalogue: Seminar 1983: New Product Development

Author: Jacques Belay

November 21, 1983

New magazines

This paper describes some practical marketing research techniques, used by VNU (United Dutch Publishing Companies) in order to indicate in a reasonably adequate and reliable way the market possibilities of a new magazine. Based on the results of this...

Catalogue: Seminar 1986: New Developments In Media Research

Author: John Rodenburg

November 2, 1983

Greek tourism in the 1980s widening the market

This paper attempts to explain the thinking behind Aspect Advertising's decision to advertise the attractions of Greece as a tourist destination by using Posters at "off-peak" times of year rather than what had been the previous practice - to support...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Author: Dan O'Donoghue

June 15, 1983

Family decision making and information processing

The purpose of this paper is to analyze information processing mechanisms as they operate in multi-member (household) decision making units. Based on 400 Information Display Board (IDB) experiments conducted separately with husbands and wives in...

Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research

Author: Bernard Dubois

June 15, 1983

Alternative behaviour in the Federal Republic of Germany Potential and trends (German)

In 1981 STERN magazine released the survey "LEBENSZIELE - Potentiale und Trends alternativen Verhaltens" (Aims in Life - The Potential of and Trends in Alternative Behaviour), the first complex representative analysis of "alternative" movements among...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Ortrun Venth

June 15, 1982

Up-market target groups (UTG): Competencies- consumption-communication

STERN here with presents the study "Up-Market Target Groups UTG (Gehobene Zielgruppen)" in which the attitudes and behaviour of West German senior executives in industry and administration are analysed. Around 3 million members of the West German...

Catalogue: Seminar 1982: Improving Media Research

Authors: Marianne Wagner, Jörg Laufer

June 15, 1982

Off the beaten track

This paper deals with new methods of determining target groups in media research. Over the past three decades, media research has essentially developed in response to the advertising industry's interest in information about how large segments of...

Catalogue: Seminar 1982: Improving Media Research

Authors: Elisabeth Noelle-Neumann, Friedrich W. R. Tennstädt

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1982