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Research papers

A better understanding of quantitative results by using qualitative methods

Since differences between products are becoming smaller and smaller, also the positioning of a product has become increasingly difficult. This paper shall deal with the implications this should have for the way we do image tracking and positioning...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Robert Petrescu
June 15, 1986
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Citation

Petrescu, R. (1986a, June 15). A better understanding of quantitative results by using qualitative methods. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/a-better-understanding-of-quantitative-results-by-using-qualitative-methods


Research papers

Experimental detailing

Marketing is a misleading concept. It is derived from "market", but marketing is not dealing with the "market", it is dealing with really existing people. Marketing needs above all information on potential clients and on what makes them move. This...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Hans H. Hapke
June 15, 1986
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Citation

Hapke, H. H. (1986a, June 15). Experimental detailing. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/experimental-detailing


Research papers

The contribution of qualitative methodology to creative advertising

This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Judie Lannon
June 15, 1986
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Citation

Lannon, J. (1986a, June 15). The contribution of qualitative methodology to creative advertising. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-methodology-to-creative-advertising


Research papers

How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar

The paper describes a qualitative research project on sugar which was carried out in Italy in 1982. In the years immediately prior to the survey overall sugar sales in Italy had begun to decline slightly while the product had been acquiring negative...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Graziella Messina
June 15, 1986
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Citation

Messina, G. (1986a, June 15). How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/how-qualitative-methods-of-research-contributed-to-creating-a-communicational-campaign-to-modify-the-image-of-sugar


Research papers

The potential for gold jewellery in the Middle East

This paper describes the application of qualitative research in a project to investigate the existing market and the potential for gold jewellery in the Middle East. The first section sets outs the background to the project and the objectives. Then...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: George V. Vassiliou, Rosemary Taylor
Company: MEMRB
June 15, 1986
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Citation

Vassiliou and Taylor (1986a, June 15). The potential for gold jewellery in the Middle East. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/the-potential-for-gold-jewellery-in-the-middle-east


Research papers

Guidelines on the use of qualitative techniques in cross-cultural research

A series of studies over a number of years has demonstrated convincingly that accurate measurement of cross-cultural attitudes and perceptions is possible. The success of the studies amongst a diversity of language and cultural groups was largely...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Nesta Morris, Pat van der Reis
June 15, 1986
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Citation

Morris and van der Reis (1986a, June 15). Guidelines on the use of qualitative techniques in cross-cultural research. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/guidelines-on-the-use-of-qualitative-techniques-in-cross-cultural-research


Research papers

Deep, dangerous or just plain dotty?

This paper examines and questions some assumptions and practices in qualitative research which are obtaining current publicity. In particular, it explores the claims of the so called "new" qualitative techniques and questions their: A. Relevance to...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Gerald de Groot
June 15, 1986
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Citation

de Groot, G. (1986a, June 15). Deep, dangerous or just plain dotty?. ANA - ESOMAR. Retrieved March 27, 2023, from


https://ana.esomar.org/documents/deep-dangerous-or-just-plain-dotty--2754