Resources Library by ANA

How to optimize product characteristics using computerized investigation techniques

The purpose of this paper is to illustrate the optimization of the mix for a consumer product in relation to its competitive frame. The paper is divided into different steps that utilize a concrete case to exemplify how the opportunity provided by...

Catalogue: ESOMAR Congress 1989

Authors: Fausto Falcone, Leonardo Jaconelli

Company: Burke, Inc.

September 1, 1989

High-technology growth and impact on marketing research

This paper describes marketing research information technology systems, their impact on the more traditional methodologies and techniques, and presents new research into user applications, both current and anticipated. A brief history of technology...

Catalogue: ESOMAR Congress 1989

Authors: Robert C. Blattberg, Laurence N. Gold

September 1, 1989

Managing marketing productivity

In this article we present new characterizations of marketing productivity that address current trends in the economy and in information technology. Recent work in the field of management science, building on ideas from engineering, economics and...

Catalogue: ESOMAR Congress 1988

Authors: David B. Learner, Fred Y. Phillips, John J. Rousseau

September 1, 1988

Decision support system in marketing

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer...

Catalogue: ESOMAR Congress 1987

Author: Gavin T. Leslie

June 15, 1987

Information technology and marketing research

The purpose of the paper is, on a general level, to study the impact of information technology on marketing activities, which is to a great extent relized through marketing research. The examples that are presented focus on the more detailed and...

Catalogue: ESOMAR Congress 1987

Authors: Uolevi Lehtinen, Liisa Valikangas

June 15, 1987

Decision support systems learning to apply computers

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer...

Catalogue: Seminar 1987: M.M.I.S- Useful For The User

Author: Gavin T. Leslie

June 15, 1987

Future information technology

This paper describes recent developments in the application of high technology to the collection and utilisation of information for marketing decision makers. Since this technology has been applied to single-source data designs for advertising...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Laurence N. Gold

Company: Nielsen

June 15, 1986

The use of direct access viewdata panels for media research

This paper describes how AGB Cable & Viewdata have applied a high tech data capture vehicle (Videotex) to media research. Panels are already established using Videotex terminals to allow respondents, on-line to a computer, to complete diaries or to...

Catalogue: Seminar 1986: New Developments In Media Research

Authors: John Clemens, Tony Taylor

June 15, 1986

Evaluating the potential of interactive systems

The authors believe that there is considerable potential for residential viewdata, including interactive services, in the UK, and that the leading role of market research function in Club 403 allowed immense progress to be made. Communication of this...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Ronan Knox, Michel Olszewski

June 15, 1985