Resources Library by ANA

Finding the secret formula that can sell a brand worldwide

In this paper we argue that for many product fields, if a company wants to have truly international influence, it has to find a way of communicating in recognisably the same terms to all its consumers, and the question is not whether this should...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Margaret Holmes, Martin West

June 15, 1986

Deep, dangerous or just plain dotty?

This paper examines and questions some assumptions and practices in qualitative research which are obtaining current publicity. In particular, it explores the claims of the so called "new" qualitative techniques and questions their: A. Relevance to...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Gerald de Groot

June 15, 1986

Advancing the science of advocacy polling

This paper demonstrates how a campaign embracing advertising and advocacy polling was developed on behalf of the Greater London Council (the GLC) to combat the Government's attempts to abolish the GLC. The paper shows how research shifted from being...

Catalogue: Seminar 1986: Opinion Polls

Authors: Denis Robb, Tim Burns

June 15, 1986

Guidelines on the use of qualitative techniques in cross-cultural research

A series of studies over a number of years has demonstrated convincingly that accurate measurement of cross-cultural attitudes and perceptions is possible. The success of the studies amongst a diversity of language and cultural groups was largely...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Authors: Nesta Morris, Pat van der Reis

June 15, 1986

Public opinion concerning television's coverage of politics

Politicians and broadcasters alike concerned that the balance of television coverage should be fair to all side's during elections and over those much longer periods between them. In the production of news and current affairs, the BBC's Charter and...

Catalogue: Seminar 1986: Opinion Polls

Author: Robert Towler

June 15, 1986

The use and publication of polls in a democracy

Pre-elections polls have never before been so disqualified in Spain. It will need quite a few years of impeccable work and new favourable electoral conditions for the professional activity of public opinion researchers to recover the image and the...

Catalogue: Seminar 1986: Opinion Polls

Author: Ginés Garrido Alart

June 15, 1986

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

Problem solving in industrial marketing research in the Middle East

The paper presents the practical difficulties that an industrial researcher faces when undertaking a survey in the Middle Bast. The techniques and the approach are overall the same as in the West, but the task is that much harder. Desk research is...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Authors: George V. Vassiliou, Costas Kaimakis

Company: MEMRB

June 15, 1986

Election research and the climate of opinion

The main thesis of this paper is that we have taken a new step toward understanding democratic elections since the early seventies. We are now in a position to understand the influence of processes of public opinion on voting behavior. The new...

Catalogue: Seminar 1986: Opinion Polls

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1986