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Research papers

Responding to market change by new brand development

In this paper I intend to focus upon the growing significance of new product development and brand strategy within the GCC markets - and indeed, the Middle East as a whole. In order to do so, I will examine first the growth of NPD in Western Europe...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: David M. Craton
June 15, 1992

Research papers

The use of non-verbal techniques in multi-country research

As respondents often have difficulty communicating the strength of their feelings, verbal altitudinal response can be a poor predictor of consumer behaviour. However, when physiological data is added to measure the intensity of TRUE feelings an...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products
Authors: Liz Dewson, Hervé Gremont
Company: KANTAR TNS Malaysia
June 15, 1991

Research papers

Enhancing media survey value through data fusion

The main objectives of this paper are to demonstrate the relevance and value of data fusion, as a technique, in the Media research area, by reference to two case studies; and to discuss the variety of opinions and difficulties attaching to the...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Michael M. Brown
June 15, 1991

Research papers

Here's looking at you

In Britain, group discussions have traditionally been conducted in recruiters' homes. Over the past 10 years, there has been a tendency for more clients to want to observe qualitative research and research studios with one-way mirrors have started to...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Freda Jones, Allyson Armitstead
June 15, 1991

Research papers

The longer and broader effects of advertising

Historically the short term sales response to advertising has been the easiest to measure, giving rise to a mistaken belief that long term effects do not exist. As this became an issue in the ERA Advertising Effectiveness Awards, a new category was...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Paul Feldwick, Chris Baker
June 15, 1991

Research papers

The end of fusion fear?

One of the new developments in the field of market research during the last decade is the construction of fusion techniques. We developed a procedure called VENUS. This method was applied in the Netherlands several times, and a cumulation of...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Alfred E. Bronner
September 1, 1990

Research papers

Marketing techniques and the universe of childhood and adolescence

The aim of this paper is to demonstrate the need to implement a specific and adapted procedure in marketing studies among children and adolescents. This procedure is drawn from various work conducted on the universe of childhood as well as from...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Authors: Marianne de Souza, Marguerite de la Menardiere, Pauline de Minvielle
Company: MSM
June 15, 1990

Research papers

Solving the problem of data complexity and information overload

After nearly a twenty-year experience of collecting and analyzing marketing data, designing and implementing management support systems, Research International and Studio della Grisa committed themselves to create a new, powerful, easy-to-use,...

Catalogue: Seminar 1990: How To Cope With Data Overload
Author: Andrea Traverso
June 15, 1990

Research papers

Opportunities for translating new product concept screening techniques from the US To Japan, Europe and the world

This paper analyzes the similarities across countries in the way consumers respond to new product ideas, then describes a technique that can successfully screen new product ideas around the world.

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Jeffrey L. Pope
June 15, 1990