Resources Library by ANA

The local creative spirit

Creativity as a new approach to a problem's solution is a function of the past and the present. Foreign investors therefore need the courage to let local people create the advertising and let them judge the quality of creativity.

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Mariann Wenckheim

June 15, 1993

Keep your eye on the ball

The growth of sponsorship as a means of communications is apparent to all. In the U.K., excluding money used to support sponsorship activity, our best estimate suggests the sports market alone to account for around £250 million in 1992 (Source:...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Ken Parker

June 15, 1993

Retail audit panels, international brands and advertsing expenditure in Hungary

The paper is divided into three parts. The first one describes the retail structure pre- 1989 and the rapid developments in the last 3 years in terms of the numbers and profile of retail outlets. The sources are official statistics and a retail...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Authors: Yiannis Papadopoulos, George Sphiktos

June 15, 1993

Adding quality to quantity

This paper examines the move towards an integration of qualitative and quantitative methodologies and techniques. It discusses some of the conventional ways qualitative and quantitative research have been combined and then details what the authors...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Authors: Rebecca Wynberg, Sarah O'Brien

June 15, 1993

Qualitative research, quantitative research, interaction, integration and linkage

The paper suggests qualitative research is due for a reappraisal and this should take place in a broad context that considers both qualitative and quantitative research. It discusses qualitative/quantitative distinction and a two-level, six- category...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1993

The need for cultural intelligence

Cultural intelligence as a basic capability of transnational business is a significant competitive advantage. It allows decision-makers to go the first step beyond 'hard' quantitative techniques and linear conclusions to the consideration of 'soft'...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Jeanne Binstock van Rij

June 15, 1993

Measuring consumer expectations and satisfactions

Measurement of consumer expectations and satisfactions has been of long standing concern to consumer behaviour researchers and has been extended, in recent years, by academics and practitioners who have research interests in service quality - where...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Author: Barbara R. Lewis

June 15, 1993

On the scent of a mystery

A partial exploration of some of the biological and psychological dimensions of odour is undertaken herein. Metaphor often reveals cultural viewpoints in regard to the senses, and smell - both positive and negative - is frequently characterised...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Joseph A. Precker

June 15, 1993

Marketing and Research Today (May 1993)

The concept of the brand is central to marketing and research and muchresearch work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time....

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

May 1, 1993