Resources Library by ANA

Identifying opinion leaders (German)

This paper presents an instrument which serves to identify opinion leaders, a simple "strength of personality scale" developed by the Institut fur Demoskopie Allensbach and sponsored by the Spiegel Publishing Company. Testing the instrument with a...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1985

Micro-computer software for marketing and marketing research

In this paper we will examine some of the readily available software that enables "knowledge workers", which Marketeers and Researchers certainly are, to improve their personal effectiveness and creativity. Only commercially available software will...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Danny A. Nijburg

June 15, 1985

Counselling without moralizing

This papers presents the main results of a research study aimed at defining the communicational strategy to be applied through a national TV campaign promoted by the French Committee on Health Education, and concerning alcoholic overconsumption.

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Eliséd Veron

Company: SORGEM IMR

June 15, 1985

Competitive advertising effectiveness

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis

Author: Peter J. Hayes

February 27, 1985

A critical comparison of simulated test market models

This paper is addressing STMs from the users point-of-view; it starts working out which are the similarities and which are the important differences between the models. Two main types of models are then compared in more detail, and the paper ends...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: Juergen Schwoerer

June 15, 1984

Computer assisted questionnaire design

For the average Market Research company the most significant developments for the future follow on from the application of computers to questionnaire design, the subject of this paper. This has quite dramatic implications for improving efficiency,...

Catalogue: Seminar 1984: Are Interviewers Obsolete?

Author: Peter Jackling

June 15, 1984

Changes in energy supply and use into the future

A main purpose of the paper, however, was to attempt to look beyond the recession and in this connection the author conducted his own survey among European energy experts, with a view to obtaining a better appreciation of both recent energy trends...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: John D. F. Martyn

June 15, 1984

The impact of the recession on professionalism in market research in the U.K. 1978-1983

The paper attempts to provide an overview of how the recent recession has affected professionalism in Market Research in the UK. It is in five main sections.

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: John A. Samuels

June 15, 1984

Causal modelling in marketing (French)

The purpose of this communication is to expose the basic principles of causal modelling, and to examine its conditions of application to marketing research. It will be showed that these models are part of a "second generation" of multivariate...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Author: Yves Evrard

June 15, 1984