Resources Library by ANA

Researchers training in the general perspective of marketing consultants (French)

The following paper draws some methodological conclusions from four years of experience as a professor of the French market researchers. The author gives the reasons for a radical reassessment of the methods so far practised, and puts forward a...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Guy Serraf

Company: ADETEM

August 1, 1975

Researchers training in the general perspective of marketing consultants

The following paper draws some methodological conclusions from four years of experience as a professor of the French market researchers. The author gives the reasons for a radical reassessment of the methods so far practised, and puts forward a...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Guy Serraf

Company: ADETEM

August 1, 1975

Efficiency analysis of a sales force (French)

The purpose of this paper is to describe a method whereby the problem of salesforce efficiency can be solved. We have discovered how to deduce simple rules from available quantitative data and how the application of these rules can lead to a coherent...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Didier Truchot

August 1, 1975

A manufacturer's approach to the problems of varieties within a brand range

This paper will discuss some of the considerations that a manufacturer of strongly branded food products takes into account when facing the opportunities and problems of extending the range of varieties presented by a single brand. It offers no grand...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers

Author: B. Thorogood

August 1, 1975

Quality in research

The notion of quality takes importance in Research at various steps. To be persuaded of that, one must go back to the beginning of the Research executive's work, the initial contact with the client, until, and including the writing of the final...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Danielle Grena Delasnerie, Gerard Delamour

August 1, 1975

Range and assortment policies

The result of this examination of the formation of range and assortment policies is to emphasise the variety of the factors that may be involved. There is a danger of advancing too fast to the stage of model-building. Where the problem is not a...

Catalogue: Seminar 1975: Product Range Policy In Retailing And Co-operation With Manufacturers

Author: Patrick McAnally

August 1, 1975

Research quality

The object of this contribution is to demonstrate how the quality of market and opinion research is controlled by court decisions.

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Thomas Marcotty

August 1, 1975

The quality in research begins with a management philosophy

Quality in research has in our opinion two basic dimensions: 1. The quality in the production of market research (the market research concept); 2. The quality in the utilisation of market research (the total management concept). Very little attention...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Axel Damman, J. M. Grønneberg

August 1, 1975

Market studies: How to have good return of money (French)

The following expose deals with the process of communicating results of commercial research, and more especially results concerning ad hoc studies. Here are considered only studies which are a momentary collaboration between the research buyer and...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Leo Goldstein, Alain Zwilling

August 1, 1975