Resources Library by ANA

Copy research... who needs it?

This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion” as sometimes suggested by people in the...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mahmoud Aboul-Fath

Company: Procter & Gamble

January 1, 1994

Research tools for business strategies

The paper highlights the commitment of General Motors to marketing research, not for the sake of doing research but as a tool for making decisions and taking actions on the marketing scene. It shows how research has paid off for General Motors and...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Roy Rutherford, Peter Wise, Joseph Khoury

January 1, 1994

Selling beyond belief

Personal belief systems supported by social and community norms challenge the success of social campaigns to change traditional attitudes and behaviors, especially when the campaigns attempt to transport the values of developed countries to...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Mohamed Wafai, Jehan El-Tigi

January 1, 1994

Business development constraints and opportunities in the Middle East

Assuming a minimum of peace and political stability can be achieved in the Middle East, free-market economic strategies should be implemented. These should include, among others, privatisation programs of State enterprises, coupled with development...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: André Baladi

January 1, 1994

Research as a tool for achieving advertising that works

This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: D. Kashyap, John S. Pawle

Company: Unilever

January 1, 1994

Problems of conducting research in difficult markets

In various countries in the Middle East, there are numerous problems facing marketing research, which are hindering and affecting the overall quality of research. Some of these problems relate to lack of understanding of marketing research, others to...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Loula Zaklama

Company: RadaResearch & Public Relations Company

January 1, 1994