Resources Library by ANA

The measurement of attribute importance for industrial products

Market segmentation is one of these concepts that can also be applied to industrial buying behaviour. In this connection one basically has a choice between either using a priori defined segments or finding the biases of consumer segmentation in a set...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Rob R. van den Heuvel

October 1, 1981

From product development to product launch

While there is an extensive literature which deals with the subject of new product development, very little reference is made to the launch or commercialisation phase. Similarly, most texts on marketing management appear to assume that products are...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Michael J. Baker

October 1, 1981

The role of the industrial researcher in maximising opportunities for consumer goods manufacturers

Talk to the majority of industrial and consumer researchers and the only things they are likely to agree they have in common are a shared belief in the application of market research to aid the more profitable operation of the company, and a similar...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Jonathan P. Shingleton

October 1, 1981

The use of brand mapping studies

Brand mapping is being discussed at the 1981 ESOMAR conference when as a marketing research approach it could be argued that the technique is old fashioned and therefore ill-suited to the needs of pharmaceutical management personnel in the 1980's. In...

Catalogue: Seminar 1981: International Pharmaceutical Marketing Research

Author: Alan J. Bowditch

September 1, 1981

Life cycle and income segmentation

In media research we are generally concerned, either explicitly or implicitly, with measures of media audiences on the one hand and with measures related to the consumption of goods and services on the other. In a given survey it may be possible to...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Pym Cornish

June 15, 1981

One model of advertising and communications research with applications for all

This paper describes a model of consumer behavior using a combination of evoked brand sets and multi-attribute techniques that not only predict how considers make their decisions, but provide data that can be used by corporate decision makers.

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Harry E. Heller

June 15, 1981

Advertising, promotions and direct marketing

The paper begins with an analysis of the spectacular development of the direct marketing Europe and the United States, followed by an examination of the causes of this development. The second part of the paper stresses the crucial importance of...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Sylvère Piquet

June 15, 1981

Developing a corporate image for a university

This paper describes a research study conducted for a Canadian University to investigate the student choice process. The paper presents the methodology and the findings of this study and illustrates how such findings can be used to: 1) establish...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: John H. Church, David W. Gillingham

June 15, 1981

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Marc Vincent, José-Maria Riera Vidal

Company: Nestlé

June 15, 1981