Resources Library by ANA

Qualitative research on the 'freshness sector'

The general objective of this piece of research was to obtain a consumer assessment of 4 new freshness positioning.  About this collection: Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

January 3, 1975

Makin commercial research

In June-July of this year, a series of group discussions wascommissioned as part of a larger research program, designedto provide a comprehensive evaluation of the effect of the newManikin campaign. As a consequence, two new commercials ('Beach'...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

December 6, 1974

A segmentation study of the market for foundation garments

The shape of our paper is this. First to describe to you the background and our objectives. Second, to tell you briefly what was done. Third, to run over the key results found in Great Britain, fourth to say how they were used. And finally to offer a...

Catalogue: Seminar 1974: Fashion, Research And Marketing

Authors: H. Hargreaves, R. C. Roberts

December 4, 1974

Qualitative research on Grillocin deodorant

The objectives of this research cover 3 broad areas:1. Examination of the basic concept ofthe G factor product; 2. Examination of the alternative consumerpropositions/executions amongst theappropriate target groups;3 . Examination of the actual...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

November 3, 1974

Consumer credit usage and attitude survey

During the early part of 1967, a large scale usage andattitude study was carried out amongst current, past andnon-customers of the Provident Clothing & Supply CompanyLtd., in order to determine the demographic categories of consumers, and to...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 25, 1974

Segmentation analysis of international markets

In this paper the role of segmentation in the international marketing planning process, and some factors affecting the choice of foreign markets and international marketing programs, will be discussed from a strategic point of view. The purpose of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Leif Lehtonen

September 1, 1974

Segmentation of the pleasure travel market to Europe

On the basis of this pilot study, we can definitely say that attitude segmentation exist in this market. We can indeed locate and delineate segments of travellers who share a particular orientation towards travel and who differ from other segments in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Edward Berrol

Company: Ogilvy

September 1, 1974

Clustering by product usage

Segmentation is one of several multivariate analysis methods which can be applied to market research data; it can be carried out in several ways. This paper discusses briefly some of the possible techniques. The purposes of segmentation which we have...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Simon Broadbent, Susanna Segnit

September 1, 1974

The challenge of uniqueness versus unity

In this context, the object of the present discussion will be two-fold : - examine practical problems linked with the use of the market segmentation approach, - examine the practical feasibility of this approach in international research. This...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Alain Zwilling

September 1, 1974