Resources Library by ANA

Artificial intelligence and expert systems

The authors propose to identify reasons for the apparent lack of Marketing Research applications. Examples of areas where AI and ES could contribute to increase considerably the efficiency of Marketing Research will then be developed. Finally, the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Juergen Schwoerer, Jean-Paul Frappa

June 15, 1986

Ethnic minorities

For reasons of clarity I limit the illustrations in this paper to culturally and linguistically different groups. The emphasis is on the comparison between the autocton Dutch and the Mediterranean group. Within the last population a distinction can...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Alfred E. Bronner

Company: Veldkamp Marktonderzoek

June 15, 1986

The branding of international research

The paper traces the development of international marketing research over the years and shows that it has now become an established part of the activities of hundreds of research companies throughout the world. It is argued that an international...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Philip D. Barnard

June 15, 1986

A cross-national view of consumer predispositions toward products from foreign countries

This paper discusses aspects of the "country-of-origin", or "made in", concept. This refers to the notation included on the labels of products that are sold in countries different than their country of manufacture. Although this is a legal...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Nicolas Papadopoulos, Louise A. Heslop, Françoise Graby, George Avlonitis

June 15, 1986

Getting the basics right

The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1986

Product purchasing and TV viewing

In the Autumn of 1984, TVS and JWT commissioned AGE to conduct a study on a single panel which measured purchasing and television viewing over 12 weeks. This was to a certain extent a continuation of earlier work commissioned by JWT in 1966. The...

Catalogue: Seminar 1986: New Developments In Media Research

Authors: Phil Gullen, Hugh Johnson

June 15, 1986

Concept research in industrial products and advertising

The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Susana Tisler

June 15, 1986

Oscar

The paper describes how the two research companies involved set about the project, the kind of results that were obtained, the working system that has been established, and suggests probable implications for the future of outdoor advertising....

Catalogue: Seminar 1986: New Developments In Media Research

Authors: Derek Bloom, Tim S. Bowles

June 15, 1986

The use of video as an advertising medium in the Middle East

The paper examines the impact of advertising on rented video cassettes on the advertising scene in the Middle East and specifically Saudi Arabia, and the way in which household panel research has been used to monitor this development.

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Charles A. Rhodes, George V. Vassiliou

Company: MEMRB

June 15, 1986