Resources Library by ANA

Semiotics and its application to international qualitative research: The specificity of the approach

The main purpose of this paper is to demonstrate the efficacy of the "semiotic" approach to qualitative marketing research on an international level. This will be carried out in two phases: Firstly, a theoretical overview in two parts: - On the one...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Odile Solomon

June 15, 1990

Predicting the sales potential of new products

This paper reviews the applicability of the main current market research methods which attempt to predict the sales potential of a new product mix in the field of fast-moving consumer goods. The high costs and risks of new product development have...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development

Authors: Simon Godfrey, Jon Wilkinson

June 15, 1990

Qualitative research

This paper falls into two parts. First we consider the UK government’s use of qualitative research, looking both at the circumstances in which it is employed and the means by which it is assessed. Our initial and somewhat imprecise hypothesis -...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Authors: Michael Warren, Arnold Cragg

June 15, 1990

Researching the growing market for Opera in Britain

This paper reports on a new study examining public opinions towards opera in Britain and provides data on opera's "penetration" in terms of attendances, TV viewing and home ownership of opera recordings. The new survey shows that, although opera fans...

Catalogue: Seminar 1990: Research And Marketing For The Arts

Author: Peter B. Hodgson

June 15, 1990

Focus groups

This is the first time the Advertising Research Foundation has issued any document on the role and practice of qualitative research. The present document is offered in the spirit of the ARF mission: 1. “To lead in the development,...

Catalogue: ARF Guidelines Handbook

Author: ARF (Advertising Research Foundation) B.V.

January 1, 1990

Informativeness of product characteristics and their dimensional scaling

The paper presents a new approach to the scaling of market product characteristics. The categories used in information theory are applied to study product characteristics, which are treated as meaningful messages. The market product itself is...

Catalogue: ESOMAR Congress 1989

Author: Stefan Mynarski

September 15, 1989

The role of research in corporate restructuring

This paper will discuss the concept of corporate identity as it is currently understood in Japan and will illustrate the Image/Identity Management Model which has been developed by Landor Associates to accommodate the Japanese-style Cl concept. The...

Catalogue: ESOMAR Congress 1989

Author: Marlyn (Mim) Ryan

September 1, 1989

Measuring and managing the corporate image

We are delighted to have the opportunity of speaking today in a session devoted to Corporate and Strategic Planning. The existence of such a session reflects the growing importance attached to corporate image, and recognition of the researcher's role...

Catalogue: ESOMAR Congress 1989

Authors: Stewart Lewis, Robert M. Worcester

Company: IPSOS

September 1, 1989

The third generation of qualitative research

Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...

Catalogue: ESOMAR Congress 1989

Author: Georges Guelfand

September 1, 1989