Resources Library by ANA

Relating research techniques to marketing problems

The authors describe the development, over a period of four years, of a research programme for a new container designed to offer an alternative to glass bottles and metal cans for beer and carbonated soft drinks. The new container is the ICI...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Donald Osborne, A. J. Payne

June 15, 1976

An application of microsimulation modelling to the marketing of a consumer durable

Philips pursue a policy of systematically evaluating new methodology for improving the Company's marketing decisions. Marketing models of several types have been developed, especially using regression techniques on time series data. However, ranch...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Pieter Gunter, David Beazley

Company: Philips International

June 15, 1976

Monitoring the effects of television advertising

This paper describes the advertising monitoring studies carried out to check the effects of the use of television by insurance companies in the U. K. The changes noted on certain well established advertising evaluation measures are particularly clear...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Sue Stoessl, Anne Wicks

June 15, 1976

Possibilities for use of a new multivariant analysis method

In this report a new multivariant model is presented. In the first section a use-oriented systematic is developed. Within this systematic the multivariant technique, at present in vogue in practical research, is arranged. The new technique: Partial...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Erich Weihs

June 15, 1976

Using market research and journalistic techniques to produce circulation building editorial features

The circulation figures for the January to June period for 1975 in Ireland showed a circulation decline of 7% for the country's largest selling newspaper - the Sunday Press. During this period it was pointed out to the Sunday Press that earlier in...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: John Fanning

June 15, 1976

Grouping of skills the application of research techniques to a problem or job mobility

This paper describes a case study in the application of research techniques to a problem concerning occupational mobility. In 1975 the Training Services Agency, under the aegis of the UK Manpower Services Commission, initiated a project called...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Geoffrey Holland, Ann Hughes Hallett

June 15, 1976

Education in marketing for the non-specialist

It has become increasingly apparent over the last few years that many people who become involved in the marketing process are not themselves specialists in this field and indeed as a subject it is on the periphery of their main interests. In the...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: John Mckenzie

June 1, 1976

Managing executive development programs

The objective of this paper is to specify, collect and classify the steps to be followed in designing, implementing and evaluating an Executive Development Program. The authors view the subject from a distinctly pragmatic viewpoint which is based on...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Authors: Fred Wechsler, Sergio Barraza Picone

June 1, 1976

Teaching consumer behaviour in Europe

The paper examines some of the problems involved in teaching consumer behavior in management education programs in Europe. These stem in large measure from the current embryonic stage of research in consumer behavior in Europe, which make it...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Authors: Susan P. Douglas, Bernard Dubois

June 1, 1976