Resources Library by ANA

Research for new product development

It would be convenient, not only for the purposes of this chapter but also for marketing companies generally, if new products were developed by a logical step-by-step approach by surmounting a succession of hurdles which remained constant from...

Catalogue: Consumer Market Research Handbook

Author: Colin Greenhalgh

August 1, 1986

The implications of the strategic organisational dynamics of companies (market research users) for the patterns of action of market research agencies (suppliers)

The paper analyses the implications of the strategic organisational dynamics of companies that are research users, as a means of proposing new patterns of action for Market Research Agencies. The methodology used was case studies on the strategy and...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Luis Eduardo Potsch

June 15, 1986

The marketing of financial services to the corporate sector

This paper deals with the growing interest in the marketing of services to the corporate sector. It takes as an example the marketing of financial services which in the United Kingdom is receiving increasing attention from a wide range of financial...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing

Author: Lionel Gordon

June 15, 1986

The researcher at the service of decision-making in collective build-up of the enterprise's project (French)

After summarily introducing the concept of ENTERPRISE'S PROJECT, the paper shows how useful it is to carry out psycho-sociological research in the build-up of the ENTERPRISE'S PROJECT; it puts in evidence the role of the researcher, acting in the...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Pierre J. Burgaud

June 15, 1986

Diamonds for men (DFM)

For many years diamonds were strictly and exclusively linked to female stereotypes. De Beers' constant research into new markets had seen in males a new area in which to develop their products. This paper shows how through continuous research...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Authors: Vanna Bonvini, Lia Colacicco

June 15, 1986

Getting the basics right

The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1986

Experimental detailing

Marketing is a misleading concept. It is derived from "market", but marketing is not dealing with the "market", it is dealing with really existing people. Marketing needs above all information on potential clients and on what makes them move. This...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Hans H. Hapke

June 15, 1986

The editorial use and presentation of opinion polls

The American press, with a long tradition of running its own polls, treats them as a key part of its news reporting. The key elements for success in this enterprise are commitments to time, space and staff, and a recognition of what polls can and...

Catalogue: Seminar 1986: Opinion Polls

Author: Adam Clymer

June 15, 1986

Below the surface of opinion polls

The following is a short sketch of my view of political opinion polls and of the use of surveys as an instrument of political strategy.

Catalogue: Seminar 1986: Opinion Polls

Author: Bö Bäckman

June 15, 1986