Resources Library by ANA

The changing information needs of the business community

Part I of this paper sets out by examining the external factors of change and how corporations are organisationally adjusting to the new reality. Set against this background, the new type of highly adaptable and flexible company has very specific...

Catalogue: Seminar 1984: Market Research And M.M.I.S.

Authors: Emil Baschnonga, Georgette Lubbock

January 25, 1984

Strategic marketing needs strategic research

This paper describes the use of mapping as a strategic research technique. Case histories are described in which the use of mapping lead to major changes being made in long-term plans. The specific mapping technique used uses nominally scaled data as...

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

Author: John Rice

June 15, 1983

How to overcome the recession?

In this contribution we investigate the dynamics in the population of enterprises. Enterprises are established or taken over, expand or suffer cut-backs. The result of the development of all these individual firms is the economic change which...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Dirk Huisman

Company: SKIM

June 15, 1982

The use of brand mapping studies

Brand mapping is being discussed at the 1981 ESOMAR conference when as a marketing research approach it could be argued that the technique is old fashioned and therefore ill-suited to the needs of pharmaceutical management personnel in the 1980's. In...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Alan J. Bowditch

September 1, 1981

Media mappings as instruments in media-planning

The mapping of research data is a special type of multivariate analysis. Like segmentation or cluster-analysis it is a process of data reduction, conceived in order to reveal main structures behind a multitude of data. What distinguishes mapping from...

Catalogue: Seminar 1980: Media Measurement And Media Choice

Author: Gerhard Zacharias

June 15, 1980

The market map

In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Are Kvaerk

June 1, 1978

Marketing education for small business

This paper sets out to both examine some of the particular and peculiar needs of the small business sector as well as mapping a plea for changed attitudes among marketing (and other) educators.

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: A. H. Davies

June 1, 1976

Concept testing in the post-launch phase

There is probably very little early post-launch research in the life of a new product which is true concept testing. An informal analysis is made in this paper of the kinds of situation in which a company might feel that post-launch concept research...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development

Author: P. C.M. Hamblin

March 1, 1975

Cost-effective market mapping using the "Item X Use" concept

The paper commences by briefly reviewing some of the research problems which face marketing companies in the process of diversification and highlights the need for a reliable and inexpensive procedure for obtaining an overview of new markets. Next a...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields

Author: W. A. K. Frost

June 1, 1973