Resources Library by ANA

Research on ‘below the line’ expenditure

This chapter deals with the contribution of research, both in the planning and evaluation, of ‘below the line’ activity. Any definition of ‘below the line’ assumes a false dichotomy since many promotions are dependent on media...

Catalogue: Consumer Market Research Handbook

Author: Martin Simmons

August 1, 1986

Improving the standing of manufacturers among their key retail accounts

This paper describes how the growing concentration of retail power has made it increasingly important for manufacturers to optimise their relations with their key customers in order to secure a more favourable position there. This need has stimulated...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth

Authors: Martin Simmons, Michael Hague-Moss

June 4, 1986

Market research as an aid to the corporate marketing decisions of retailers

There is no doubt that the main information required for the management of a retail business is fast and accurate internal statistics on sales, costs and profits. I have tried to demonstrate why this should be supplemented by information which can...

Catalogue: Seminar 1974: Management Information For Retail Organisations

Author: Martin Simmons

April 1, 1974

Opening of the seminar

These trends have led retailers to assume more of the marketing functions previously undertaken by manufacturers. Retailers are encouraging store rather than brand loyalty through promotional and media expenditure, through own label brands and...

Catalogue: Seminar 1974: Management Information For Retail Organisations

Author: Martin Simmons

April 1, 1974

Evaluating the corporate marketing policies of retail organisations

This paper defines the corporate marketing objectives of retail organisations; and suggests ways in which market research can evaluate their achievement.

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: Martin Simmons

June 15, 1972

The paradox of memory in market research

The results of modern psychology on various aspects of memory - recognition, retention and recall - are all of interest but of varied practical use to market researchers. The problem of respondent memory in market research is illustrated from...

Catalogue: ESOMAR Congress 1968

Authors: Henry Durant, Martin Simmons

Company: Gallup International Association

June 15, 1968