Resources Library by ANA

Abbreviated simulated test markets as advertising pretesting tools (German)

Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as...

Catalogue: ESOMAR Congress 1987

Author: Jörg Rehorn

September 1, 1987

Buyer behaviour and new product development

In this paper I discuss how this traditional process can be fruitfully reversed. We assume some target market share, and use our knowledge of the existing market to predict the new brand's penetration and repeat rates, share of requirements,...

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Author: Andrew S. C. Ehrenberg

June 15, 1987

Brand/market models in the marketing decision process

This paper outlines the improved use of consumer panel data for marketing decisions by condensing them into quantified mathematical models describing the purchasing behaviour of consumers.

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Author: Manfred Müller

Company: Unilever

June 15, 1987

Adapting positioning strategy to consumers' quality and value needs in service markets

NOVACTION'S PERCEPTOR SYSTEM comprises marketing models and an experience database. The models provide an analytic framework for understanding the contributions of brand positioning and marketing mix to consumers' brand preferences and purchasing...

Catalogue: Seminar 1987: Strategies For Service Management

Author: Chris Macrae

June 15, 1987

Assessing the changes in the attitudes of new passenger car buyers in three Arab countries

The paper will present findings extracted from an annual multi-country syndicated survey among new passenger car buyers. The purpose of this paper is to highlight and explore the attitudes of car buyers and their mode of screening and selecting new...

Catalogue: Seminar 1987: Research In Arab Countries

Author: George Laham

June 15, 1987

Brand switching behaviour amongst farmers in Great Britain

This paper reviews the wide range of influences on farmers' choice of products and discusses the dynamics of brand switching for a number of product categories of relevance to the agricultural sector.It is hoped that this paper will encourage closer...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: Ian G. Catchpole

June 15, 1985

Children and stores

The subject of children and distribution has never been the object of a specific study. The following report has been drawn from the research which we have been conducting annually in France for more than five years on "the Universe of Aug-14 year...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Author: Armelle Le Bigot-Magaux

June 15, 1984

A consumer model of the European car market

B1 Cars is a major producer of British cars. During the 1970’s it lost the dominance of the British car market, and required rescue by government ownership. It has now been restructured and expects the 1980’s to be a period of regrowth. The...

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Authors: Philip Wade, Ronu K. Majumder

June 15, 1983

Research into the complex nature of the holiday choice process

The paper puts forward the twin views that: A) the consumer does not normally take into consideration all the potential alternatives, nor does he make all the decisions necessary in any positive sense - many of the decisions are foregone conclusions....

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

Author: Peter B. Hodgson

June 15, 1983