Resources Library by ANA

Market research applied to overseas markets (French)

Overseas market research gradually came into being as a result of the need felt by export companies to obtain the kind of accurate information about their existing markets that was vital if they were to formulate any serious marketing policy. The...

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

Authors: Claire Donaud, John Kedzierski, Anne Bottier

Company: Unilever

June 15, 1976

Innovation by data analysis

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

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

Author: Jean Paul Aimetti

June 15, 1976

Aspects of agricultural marketing

The paper discusses five aspects of the authors' experience in agricultural marketing research, dealing with: 1) The farmer as a customer; 2) The farmer as a supplier; 3) The farmer as a marketer; 4) The development of agricultural marketing policy;...

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

Authors: David H. Pickard, Howard Biggs

June 15, 1976

Teaching consumer behaviour in Europe

The paper examines some of the problems involved in teaching consumer behavior in management education programs in Europe. These stem in large measure from the current embryonic stage of research in consumer behavior in Europe, which make it...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Authors: Susan P. Douglas, Bernard Dubois

June 1, 1976

Toward marketing development or alternative strategies in managerial marketing education

The function of marketing education for managers is to bridge the gap which exists between theoretical concepts and practical application/implementation. In this connection, the didactic structure of the educational process is of much importance and...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: A. P. van Gent

June 1, 1976

The requirements of the marketing research process in marketing, and the way in which these requirements can be met by marketing educators

The author is responsible for marketing research courses which form part of Marketing degree and other courses in the University of Strathclyde at Glasgow in the U.K. The objectives of these research courses have to be decided in the light of the...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: John A. Bound

June 1, 1976

On the difference between illustrating a theory and solving a problem

The use of case-studies does not substitute the solving of real problems in management education. There is a great difference between the situation confronting the student in a case-study, and a real problem situation. In case-studies real world...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: P. S. Kristensen

June 1, 1976

Who should educate whom?

This paper considers the educational needs of market researchers and how they can best be employed to further the growth and prosperity of the profession as a whole,. It starts from the premise that market research is a practical business discipline...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Gerald de Groot

June 1, 1976

Market research trainee programme for combining theory and practice

Our aim is to impart a thorough knowledge of market and opinion research, together with the conviction that the methods learnt are not always applicable under all conditions. The trainees are admonished not to employ the methods indiscriminately....

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Wiltrud Gassner

Company: Institut für Demoskopie Allensbach GmbH

June 1, 1976