Resources Library by ANA

We are still confused- But on a higher level

Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Niels Vinding

June 15, 1965

What is the market researcher doing in an advertising agency?

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Paul Howard Berent

June 15, 1965

Red herrings in advertising research

Much of the advertising research being carried out today defines - whether explicitly or implicitly - the effectiveness of an advertisement in terms of memorability , believability or other factors. Such advertising research is based on assumptions...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Paul Howard Berent

June 15, 1965

Some applications of operational research to the problem of advertising

Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media...

Catalogue: ESOMAR Yearbook 1963-1964

Author: David Lowe-Watson

June 15, 1964

The role of marketing research in planning company development

This report intends to show how an Italian company has set up and carried out a development program taking as a basis the results obtained from a marketing research plan. No special methodologies were used for each separate research but taken as a...

Catalogue: ESOMAR Congress 1964

Author: Domenico d'Angelo

June 15, 1964

Limits and value of forecasts by statistic-mathematical approach

In our work as industrial surveyors particularly concerned with the chemical field, we have often to face discussions about two main subjects, which, although - in our opinion - covering the chemical branch, may also occur to most of the market...

Catalogue: ESOMAR Congress 1964

Author: Iginio Lagioni

June 15, 1964

Use of the marketing experiment in the market development for new products

The study we were asked to carry out was related to a specific promotional strategy that the interested company had developed for a product included in its line. Objective of the study was to test by experiment the efficiency of this strategy in view...

Catalogue: ESOMAR/WAPOR Conference 1963

Author: Domenico d'Angelo

June 15, 1963

Estimate of the future requirements of automobile tires

Market research for raw materials, investments, capital goods etc. is of a highly pragmatic mature. This can best be demonstrated by a case history. In describing what the industrial market researcher actually does, the specific difficulties one...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Wander Meijer

June 15, 1961

Aided recall

The examples given here: the Irish readership survey, the family Interview for consumer durables, the 7-day aided recall survey, the cigarette study, have a common philosophy. The techniques respect both the respondent and the interviewer. They...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: William Gregory

Company: Gallup International Association

June 15, 1961