Resources Library by ANA

Test marketing

The case for test marketing is now widely accepted, and most of us here have been involved in carrying out research for test markets. The risks associated with modern mass marketing are so considerable that manufacturers gladly avail themselves of...

Catalogue: ESOMAR Congress 1966

Author: David Brown

September 1, 1966

Designing market research studies

In this chapter, we examine how market researchers set about designing market research studies. Market researchers will rarely be able to pursue their ideal’ design, so it is a process of compromise. Decisions have to be made about what degree...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: David Smith

September 1, 1998

Management goals and marketing research

The following discussion points out that much research is unusable because it is conducted out of context with marketing problems. This in turn is linked to the historical development of the research function. Re-organization and integration of the...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Alexander L. Bie

Company: Ogilvy

August 1, 1967

Classification

Since the earliest days of marketing and social research, attempts have been made to group populations and survey respondents into classes: groupings which discriminate between people in ways which are considered likely to be relevant to the research...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: ESOMAR B.V.

September 1, 1998

Coordinating methods in multinational qualitative research

Successful and effective multinational qualitative research strongly depends on coordinating methods and styles. Coordinating agencies today, must adopt a sensitive but strong, flexible but sturdy approach and work in cooperation with the local...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Clara Origlia

Company: Market Dynamics International srl

June 15, 1988

Possibilities of test marketing (German)

First of all the term "test marketing" is defined, and it is stated that the majority of all marketing problems can be solved without resort to test market surveys. The first main section deals with the test marketing of existing products. It is...

Catalogue: ESOMAR Congress 1966

Author: Armin Hbger

September 1, 1966

Introduction of the panel method into industrial market research

GFM-Hamburg has introduced and tested the panel method in entirely different fields and segments of industry during the last years. The results led to deeper and original insights and aids for the thinking, drafting, planning, and acting of...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: J. E. Schwenzner

August 1, 1967

Some problems in collecting continuous diary panel data from a rapidly changing universe

The Baby Panel is an example of the panel technique being very successfully adapted to measure a market where buyers remain for a relatively short period of time and yet during that time their characteristics change dramatically. One might summarise...

Catalogue: Seminar 1972: Panels

Author: John R. Lawford

June 15, 1972

Market research in insurance companies

In investigating the market for the services of insurance companies, the problems which market research has to solve are quite different in character from those that arise in industries which market manufactures, whether consumer or investment goods....

Catalogue: The European Marketing Research Review 1967

Author: Rolf Fröhner

August 1, 1967