Resources Library by ANA

A new style of selling in the home appliance business

A vertical marketing system, Milar, shows how a new market positioning plus a new coherent retail marketing strategy has helped the company achieve good performance in sales and costs during a difficult economic period. Self - selection, carefully...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Lluis Martinez-Ribes

June 15, 1993

Satisfied clients

This paper deals with "Satisfied Clients", a methodology for the measurement and improvement of client satisfaction. This methodology has been developed by Stork NV, the Netherlands, and has been applied with success at different Stork companies. The...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Author: Abraham D. de Vos

June 15, 1993

High definition method

Given the cultural level of respondents is very different and this has a major influence especially when we ask consumers to describe their feelings, expectations, and with the help of other experiences in the field of segmentation by ARCHETYPES -...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Bruno Maresti

Company: Marpool S.r.l.

September 1, 1992

More media, more data, more confusion?

In the 90’s, the tendency to more media choice will continue. The paper develops the challenges for media research in the 1990s. A key development will be the move to European data, i.e. audience data fully comparable between European countries....

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Thomas Neumann

Company: Procter & Gamble

June 15, 1992

Do we really understand what consumers want?

This paper describes a research project that attempts to better understand the meaning of some words used frequently by consumers to describe automobiles. In conjunction with a leading UK motor manufacturer, the research set out to try and broaden...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Lorne D. McMillan

June 15, 1992

Taking a fresh look at old markets

Societies all over the world are changing at a rate faster than ever before, affecting virtually all levels of social, political, and economic life. Markets are going through similar processes, moving increasingly from mass products to products...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Authors: Norbert Homma, Alain de Vulpian

June 15, 1992

The Danish multi media index

Until the end of 1990 we mainly had single media surveys in Denmark to be used in the media-planning process. Thus, because of the widely different methods, it was often difficult for both media owners and users (advertisers, planners and buyers) and...

Catalogue: Seminar 1992: Media Research Meets The Future

Authors: Lene Hansen, Hanne Treu Andersen

June 15, 1992

Additional media-planning tools

Starting in January 1991 the Dutch single-source multi-media survey SummoScanner has been enhanced with specific TV-viewing data. Within the limits of the telephone interview, it is now recorded which programmes were viewed on the day before the...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Marion Appel

June 15, 1992

Media mix

The following paper describes a special analysis made using the German Verbraucher Analyse, a consumer analysis similar to other consumer usage/purchase research in many other European countries. For this reason our analysis can easily be duplicated...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Rolf Speetzen

June 15, 1992