Resources Library by ANA

Product testing methodology in relation to marketing problems

Product testing has been a relatively neglected area in the literature of market research. This paper reviews current thinking and practice, discusses some major methodological issues and indicates some areas for further investigation. The first...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Authors: John C. Penny, L. M. Hunt, Tony Twyman

August 1, 1971

Combining dissonance theory to product space constructs

Market segmentation has during the past few years been an intensively discussed topic. The discussion has, however, caused a clarification of thinking and a more effective utilisation of various methods. Market segmentation has so far proceeded in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Eero Meckelborg

June 15, 1971

Report-back from working group II

Our group felt that in the papers given at the Seminar too much emphasis has been put on the evaluation of below-the-line activities. Our second point concerned the subject of market segmentation. We would like to know how to go about tracing people,...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Janny N. Lok

June 15, 1971

A simulation model for the development and control of products their packaging and advertising

The Objectives underlying the implementation of the system include: 1. To find out in detail: a) What opportunities exist within a market for new brands; b) How the positioning of current brands should be modified.2. To provide a valid basis (both...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: W. A. K. Frost

June 15, 1971

A review of consumer decision process models

The purpose of this paper is to review the current position in buyer behaviour theory, with particular reference to an approach that is gaining increasing popularity, and which places major emphasis upon consumer decision processes. The paper is in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: J. A. Lunn

June 15, 1971

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: A. B. Cowling

Company: KANTAR TNS Malaysia

June 15, 1971

A move towards the ideal

The changes which I will discuss in this paper are changes in the content or the treatment of the advertisements and not changes in the media schedule. A good deal of my company's time is spent in testing TV advertisements and it might be useful to...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: John B. O'Mulloy

June 15, 1971

Panel observation on three specific forms of brand promotion

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Coen C. J. de Koning

June 15, 1971

Research into consumer motivation within the framework of marketing information systems

Motivation research in the consumer markes is too little used as a systematic means of obtaining information within the framework of marketing information systems. On the other hand it is sometimes used wrongly as ad hoc research of which more is...

Catalogue: The European Marketing Research Review 1971

Author: Robert Gijs

June 15, 1971