Resources Library by ANA

The evolution of the global consumer insight capability

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management. The company became committed to “Delivering on the promise...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Art Redmond, Jack McDonald, Ducan Lawrence

September 23, 2001

Research for the bottom line

Collaborative and ongoing work between The Dow Chemical Company and Total Research Corporation over a number of years has explored how organisations who measure customer perceptions can convert this information into influencing how customers...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Farrokh Suntook, David Gidney, Joan Fredericks, Tim Rey

September 23, 2001

Business travel monitor

This paper shows the possibilities of business-to-business-research to outline the business travel market. The Business Travel Monitor, a yearly research project, covering 4000 business-establishments, creates additional ways for market segmentation...

Catalogue: Seminar 1988: Travel And Tourism Research

Authors: Eric Sondervan, Ad Schalekamp

Company: NIPO

May 4, 1988

Using long-term studies in marketing planning

According to Kotler planning means "to decide at the present time what needs to be done in the future." Marketing planning forms part of the overall planning of an enterprise. The marketing-mix being a combination of various kinds of marketing...

Catalogue: Papers 1982: Social Research And Prediction

Author: Walter Tacke

June 15, 1982

The position and role of research within strategic marketing planning

In this paper I will attempt to do two things. First, I will tell you a little bit about strategic planning and how we have approached this extremely difficult subject. Second, I will attempt to position Marketing Research within the context of the...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Richard S. Halpern

Company: The Coca-Cola Company

August 23, 1981

Introduction

The papers themselves will be of interest and value to delegates. The scene will be set by a careful positioning of research within strategic marketing planning - a paper from an experienced international researcher corporate planner in an American...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: John R. Goodyear

August 23, 1981

What is wrong with the audit data we use for decision-making in marketing

A major and well-known "tool of our trade" is the collection of information through observation. The major applications of observation as an information-collection method may be classified into the categories of the audit, coincidental recording...

Catalogue: ESOMAR Congress 1980: Taking Stock

Authors: Peter S.H. Leeflang, A. J. Olivier

September 1, 1980

Tymcon service 1

Marketing people need a flexible computerized tool to analyze, plan, model and forecast changing marketing situations. They need to constantly ask those countless, hypothetical "what-if" questions across many variables. But they also need an...

Catalogue: Seminar 1980: Information Systems In Action

Author: Werner Retzlaff

June 15, 1980

A new tool to better plan and control the marketing-activities for the 'outlet' of growing importance

The highly important but complicated channel of distribution - the vending machine, has not yet been covered by a market research institute as to the flow of products through it. Of course, we do have distribution data, but no information about...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Author: Hein C. H. Schmidt

Company: Nielsen

September 1, 1978