Resources Library by ANA

Salesplan

In this paper, a Decison Support System is presented that enables the decision-maker to make optimal use of existing marketing research data in the area of fast-moving consumer goods. Many valuable market data are not analyzed in depth by the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Ole Stenvinkel Nilsson, Jørgen Kai Olsen

June 15, 1993

How to integrate qualitative market research into a global communication programme?

It's our intention to outline in this paper some thoughts on the role research can, and should take in the development of a succesful brand strategy. In particular, we wish to expand on the central theme of the seminar, the primary objective is to...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Authors: Michael de Decker, Antonio Valente

Company: Bayer AG

June 15, 1993

How to increase sales through market research

We have a better understanding of our competitive position and can match the effectiveness of our sales, marketing and communications methods with competitors. Analysing, interpreting and acting on the data from the research group database has helped...

Catalogue: Seminar 1993: Competition In Publishing

Authors: Mike Cranidge, Robin J. Birn

June 15, 1993

ANALYST

This paper describes ANALYST, a knowledge-based system for analyzing panel data. ANALYST supports product managers and market researchers in analyzing market data, helping them in the primary problems of marketing decision making: detecting...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Alf Zimmer, Josef F. Krems, Stefan Krischker, Armin Hartinger, Heinz Wontorra

June 15, 1993

Information based decision making in pricing

This paper discusses two well-known experimental procedures which can be used as a basis for demand-oriented pricing, v.z. Gabor-Granger-procedures and Brand Price Trade Off-analyses. It demonstrates our experiences with these methods, while the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Peter S.H. Leeflang, Michel Wedel

June 15, 1993

Customer research in a non-competitive environment

This paper examines the development of customer satisfaction research in the non-competitive environments inhabited by public sector organisations and the privatised utilities. It explains how the absence of the stick of competition and the carrot of...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Author: Tim Burns

Company: Ipsos MRBI

June 15, 1993

The role of research in evaluating and improving public services

Local government is going through a period of considerable change in a number of European countries, including France and Britain, as the nature of central-local relations changes. While Britain is centralising power and decision-making, France is...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Denise Vaubrun, Brian Gosschalk

Company: Ipsos MRBI

September 1, 1992

Marketing decision-making using knowledge-based systems

Knowledge-based systems (KBS), a branch of artificial intelligence, are designed to replicate the functions performed by a human expert. They enable a user to consult a computer system as he/she would consult an expert advisor to figure out how to...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Authors: Pirkko Walden, Malin Brännback

June 15, 1992

The use of PC spreadsheet models in bridging the gap between decision making and marketing research in industrial product concept testing

The focus in this paper is a discussion of the effects that can be achieved from marketing research if an appropriate interactive marketing decision making model in personal computer spreadsheets is developed. The paper is divided into two parts. The...

Catalogue: Seminar 1992: Business To Business Marketing

Authors: Nexhmi Rexha, Fred Frost

June 15, 1992