Resources Library by ANA

Value for money of qualitative research

This paper describes the results of an experiment which examines the reliability and validity of qualitative research. Two studies of the same marketing problem (a pack test) were conducted and compared: one a qualitative study (6 group discussions),...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Authors: Alan Branthwaite, Peter Cooper

Company: QRi Consulting Ltd.

September 1, 1978

An assessment of micro-behavioural modelling and its cost effectiveness

The paper argues the flexibility and versatility of this approach to modelling in terms of scale, scope, type of marketing problem and type of product field. Six case histories are cited, ranging from a simple use of Trade Off as an input to a...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Authors: M. M. Blackston, J. A. Lunn

September 1, 1978

Practical experience with central telephone interviewing

The paper discusses the advantages and disadvantages of centralised telephone interviewing, in particular in comparison with conventional decentralised personal interviewing. Centralised telephone interviewing provides real benefits in terms of...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Author: Ian Jarvis

Company: Burke, Inc.

September 1, 1978

Research to aid the design of cost-effective holiday brochures

Survey research has played a central role in the development of the Thomson Holidays brochure style. This paper looks in detail at research conducted at two stages in this development when the approach to the brochure design was reviewed and will...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Authors: Cathy Riley, Nigel Spackman

Company: Harris Interactive (Europe)

September 1, 1978

Beyond the boundaries of response

This paper will deal particularly with the response rate, using various sample-designs, and its bearing on the reliability of the results. The extent to which research findings are dependent on regional dispersion, however, will be treated in a...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Authors: Jean F. K. Dinjens, C. J. M. Pooters

September 1, 1978

Qualitative research into Lucozade advertising

The research was conducted in March 1978 to establishcurrent attitudes towards Lucozade and to assessthe potential of an 'in-health' advertising strategyto promote usage. The findings were favorableto this strategy and two new advertisements,...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

August 1, 1978

Qualitative research into biscuit count line packaging

United Biscuits Ltd., are concerned to appraisetheir current packaging methods in the contextof alternative methods (particularly those beingused on the Continent). For all of these methods, it was necessary todetermine; 1. Which is seen to keep the...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

August 1, 1978

Kronenbourg advertising development research

Saatchi and Saatchi have developed two scripts for the1979 Kronenbourg advertising campaign called 'EuropeanParliament' and 'Cycle Race'. These have beenproduced as narrative tapes which describe and explainthe planned commercials by means of a...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

July 1, 1978

A corporate campaign case history

This paper deals with the case history of a corporate campaign for Hoechst U.K., the British subsidiary of the German chemical company, Hoechst A.G. Before 1975, corporate advertising for Hoechst U.K. had been an adaptation of an international...

Catalogue: Seminar 1978: The Business Of Advertising

Author: Gerald de Groot

June 14, 1978