Resources Library by ANA

Strategic marketing in times of shortages

This paper suggests a model for strategic marketing planning in times of shortages, and outlines the information requirements that are necessary as input to the model. This paper is based on the available literature, as well as on an exhaustive study...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Nicolas Papadopoulos

June 15, 1982

Measuring change

It could be argued that market and media research have already reached a high level of sophistication. That the consumer classification systems we have evolved over the past years keep the information we need flowing smoothly and effectively. So why...

Catalogue: Seminar 1982: Classifying Consumers

Author: Charles C. Dawson

June 15, 1982

Fed. Rep. Of Germany

During the last 10 years IMR has enjoyed a positive evolution, expressed not only in terms of volume of research, but also of the increasing application of more- sophisticated methods and evaluation techniques. The expected future development of IMR...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Peter Bornitz

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

October 1, 1981

France

This paper is based upon:A) the writer's knowledge of the market in France;B) Contacts with other agencies involved in IMR and " in-house " industrial market research departments.

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Jean Oddou

October 1, 1981

New international research technique "rings the bell" throughout Europe

This paper discusses the growth within the Netherlands in recent years of the use of telephone interview methods. This growth mirrors a similar development in the United States of America, where such interview techniques have long been established...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Maurice de Hond

August 1, 1981

Progress in advertising research

The present paper is a review of advertising research primarily using the language of brand advertising although the discussion has more general implications. The aim is to provide some brief statement of the state of the art followed by a critical...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Tony Twyman

June 15, 1981

Advocacy advertising as a strategy of corporate external communications

Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: S. Prakash Sethi

June 15, 1981

Rare target groups

Finding samples representing segments of the general population when the rate of strike (percentage of the segment in total population) is inferior to 20%, is becoming a common performance asked from the practitioner by client marketing companies....

Catalogue: Seminar 1981: Sampling Problems And Data Collection

Author: Alain Zwilling

May 1, 1981

Where are we starting from

I want to base on a review of market research expenditure worldwide. It is a notorious truism that the market research industry is among the least well researched of any. Estimates of expenditure are hard to come by and even when found are...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Eileen Cole

September 1, 1980