Resources Library by ANA

New findings on purchasing power and purchase decisions

This paper demonstrates, in the first section, that the importance of children as purchasers in their own right is rather limited in spite of their significant potential purchasing power, and that is limited to a few product fields. The second...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Bernd Villwock

October 22, 1997

The European Union

This paper describes the development of a feasibility study amongst top decision-makers in the European Union carried out on behalf of the European Commission. The survey was conducted in all fifteen member states of the Union and covered five main...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Jacqueline Spence, Nicole Jamar

September 1, 1997

Revisiting conjoint

The paper describes a case story based on a classic, but not traditional conjoint approach involving consumer attitudes to environmental problems and animal ethics in connection with the primary production of pork. In Denmark - as in many other...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Marcus Schmidt, Lene Hansen

Company: GfK

September 1, 1997

Silent discussions

“Collaboration software” tools, developed at the University of Arizona (United States) and used to enhance creativity and decision-making processes in high level business meetings, have been examined to see if they could have a role to play...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Lorna Lee, Steve Bather

September 1, 1997

A case study on client-agency teamwork in the market research process

This paper demonstrates the synergies obtained by combination of agency and client resources. The result is an improvement in strategic decision making and an enhancement of market research. The research context is the pre-launch phase of a...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Authors: Richard Beswick, Urs Mattes

Company: bms Ltd.

June 15, 1997

Strategic marketing information system

This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Ricardo Calva, Libier Gomez, Salvador Garza

Company: The Coca-Cola Company

May 1, 1997

Agrimanager in France

The decreasing number of farms in France has led the participants of the agricultural knowledge system, i.e. the industrial companies and other organizations to reevaluate their current structures and strategies. The possibility that adaptations of...

Catalogue: Seminar 1996: European Agri-Business Under Pressure

Author: Klaus-Dirk Seibold

February 1, 1996

Qualitative marketing research

For quite some time now, marketing researchers found themselves at a distance from the TRUE decision making level of marketing contexts. Now, as the marketing environment becomes increasingly complex, it is evident that the role of the marketing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Marianne de Souza

Company: MSM

December 1, 1995

The meaning of colour on packaging

In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroughly, which is moreover based on theoretical...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Jetty M. M. Plasschaert, Marlies Wilms

Company: PQR-Research

September 1, 1995