Resources Library by ANA

A lesson for the European Monetary Union?

China, with 1.2 billion people and 300 million television households, is fast becoming one of the largest advertising markets in the world. In early 1996 China had approximately 107 different television ratings surveys and there was little hope of...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Justin Cahill

Company: KANTAR TNS Malaysia

June 15, 1998

Understanding the Chinese consumer

This article presents the first-hand experience of undertaking qualitative research in China for both mass market and luxury products. It shows, in particular, the power of projective techniques and the methods of in-depth analysis commonly used in...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing

Authors: Laurence Parisot, Anne Panis-lelong, Christophe Jourdain

Company: IFOP

November 1, 1997

Market research in mainland China

Since China started with its economic reforms and its more open policy in 1979 its economy has grown vigorously. The annual gross national product grew enormously and also the per capita gross national product between 1989 and 1994 grew by nearly 9 %...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Ding Yi, Wulf Schlund

November 1, 1996

Forecasting without data a fool's dream?

This paper reviews many of the problems associated with forecasting in China, discusses alternatives to get round these problems and then reports a case history using a novel approach to forecast sales of a valuable but high cost drug in China.

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Mark Ahn, Colin N. Maitland

November 1, 1996

China's generation III

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases where the marketer decides on a marketing strategy...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Masaru Ariga, Mariko Yasue, Gu Xiang Wen

Company: Dentsu Macromill Insight

November 1, 1996

Negotiating China's first advertising law

This paper will argue that there is an opportunity for China market researchers, and perhaps researchers elsewhere in Asia, to incorporate an understanding of the new advertising law into their advertising pre-testing methodologies and...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: James Chadwick

November 1, 1996

Regional diversity in China and its impact on pricing strategy

China, with its 1.2 billion people, presents itself as one of the most promising future markets for most multinational companies. China also has a proud and continuous history of more than five thousand years with one written language. However,...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Lynn Y.S. Lin

Company: BBI Group

November 1, 1996

The changing faces of Chinese women

China has been described as a sleeping dragon that has just woken up. The economic reform, combined with the rapid growth of foreign investment, has propelled the economy to double digit growth. The process of opening the Chinese economy is...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: Yim Ling Sum

Company: Nielsen

November 1, 1996

To work or not to work

The unprecedented economic boom in China has resulted in a high demand for local managerial talent, as most multi-nationals have recognised that in order to sustain their business growth, they need to localise fairly rapidly. Consequently, the young,...

Catalogue: ESOMAR Congress 1995: Making The Decision

Author: Khushi Khanna

September 1, 1995