Resources Library by ANA

European aspects of a global brand

From today's standpoint BMW is an export-oriented company. As of January 1st, 1993 however, two thirds of our output will no longer be exported but sold in the single European market, BMW is prepared for this development: its distribution network is...

Catalogue: ESOMAR Congress 1989

Authors: Horst Kern, Hans-Christian Wagner, Roswitha Hassis

Company: BMW Group

September 1, 1989

The third generation of qualitative research (French)

Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...

Catalogue: ESOMAR Congress 1989

Author: Georges Guelfand

September 1, 1989

The evaluation of government policies influencing nutrition behaviour in the Federal Republic of Germany

The paper describes the use of research in a specific field of social marketing. For the Federal Republic of Germany, government attempts to influence the population's nutrition behaviour are being analyzed. The empirical evidence is based on all...

Catalogue: ESOMAR Congress 1989

Authors: Ursula Hess, Dörte Folkers

September 1, 1989

Operating research under different budget structures

This paper shares some ideas on the ways the Market Research Department can operate under various budget structures. Such structures are subject to pressures both from the changing demands of the Company, and from within the department. The question...

Catalogue: ESOMAR Congress 1989

Author: Juanita M. Byrne-Quinn

September 1, 1989

Typology versus segmentation

Recently psychographic characteristics have become en vogue to typify and to describe groups of people. How fruitful are these psychographic variables, these personal values and value-systems to describe people and to explain behavioural differences...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Authors: Theo M. M. Verhallen, Anthonie G. L. V. van Onzenoort, John Barzilay

Company: Unilever

June 15, 1989

The added value of a two year guarantee

This paper concentrates on two main areas - the positioning of a furniture retail store using the added value of a two year guarantee on all products and a suggested typology of shoppers. In 1975 it was decided to position the Morkels furniture...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: John Rice, Derek Russell

June 15, 1989

Old is gold: But who is old?

The paper is divided in two parts. The first part discusses the demographic, economic and cultural aspects that stand behind the growing importance of elderly people as consumers of goods and services. Elderly people are not a homogeneous lot. The...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Gabriele Morello

June 15, 1989

Productivity in international research

The main argument is that the methods and the facilities for designing and controlling multi-country research have evolved from the primitive approach of the 1950's to a sophisticated and versatile methodology which is still being developed and...

Catalogue: ESOMAR Congress 1988

Author: Michael Wilsdon

September 1, 1988

The ethical dilemmas of the market researcher

The success of the market research industry over the past 40 years has led it into techniques and applications which were not anticipated by its original founders. As a result an increasing number of researchers are becoming involved in other related...

Catalogue: ESOMAR Congress 1988

Authors: Mary Bartram, Peter Bartram

September 1, 1988