Resources Library by ANA

Why do some products fail and others succeed?

The opening discussion attempted to identify specific factors which can discriminate between success and failure of new products in the market place. Rather than spend time trying to find suitable definitions of the terms, success and failure, it was...

Catalogue: Seminar 1979: New Product Development

Author: Philip Hill

October 1, 1979

Political preference as a marketing problem

In this paper we will outline an approach that is substantially different from this traditional method, one that starts at a strictly individual level and tries to find from this position more generalisable conclusions. To be more specific, we will...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Alfred E. Bronner, Robert De Hoog

Company: Veldkamp Marktonderzoek

June 15, 1976

Safer assortment decisions by experimental design

Determining the number of lines per range requires assortment decisions on the number of items and facings displayed in the stores. The constraint of limited shelf space and demand and cost interactions among the various products of the assortment...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers

Author: Egon Huppert

Company: Nielsen

August 1, 1975

Concept testing in the pre-launch phase

In order to maximise the profitable exploitation of new products it is essential for pharmaceutical manufacturers to evaluate new product concepts and, nearer to the date of launch, assess the relative merits of possible promotional concepts. Concept...

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

Author: John S. Burton

March 1, 1975

Pharmaceutical concept tests by telephone

The general image of telephone interviewing is of very short quantitative measurements.Therefore , the idea of using telephone interviewing for studies with medical doctors has so far rarely been realised. This is true despite of the fact that...

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

Author: Ralph Weill

March 1, 1975

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

From research to creation

The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Henri Joannis

June 15, 1973

Market research, marketing decisions and creativity

We believe it is dangerous to set research and creativity against each other, and we think it is equally wrong to omit one of these stages in decision-making.

Catalogue: The European Marketing Research Review 1970

Author: Pierre Bessis

June 15, 1970

The position of motivational research

This article attempts to clarify the current position, to define the problems of motivational research, so that everyone can evaluate it and fit it into the context of the systematic and organised methods without which marketing would be in danger of...

Catalogue: The European Marketing Research Review 1967

Author: Guy Serraf

August 1, 1967