Resources Library by ANA

What do we want, and how do we get it?

This paper is concerned with how Young & Rubicam is tackling these 2 issues. It describes how we use the existing research to plan media, and what steps we are taking to augment it. These include working with the JICÏ system in the UK to try to...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Jane Perry

June 15, 1990

Qualitative aspects of quantitative decisions

Going beyond "nose-counts", which was the predominant; mode of assigning numerical "values” to TV programmes until how, "values" serving as corner-stones of decisions with much wider repercussions, we rather have to search beyond numbers, for...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Emmanuel Heretakis

June 15, 1990

The potential for multi-country media research

Mediamark Research Inc. has for almost 11 years operated in the United States a multimedia and marketing survey based on personal interviews. This service is the primary source for magazine readership estimates in the U.S., and an important secondary...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Timothy Joyce

June 15, 1990

Keeping pace with the changing women's market around the world

The following summarizes the key findings of my book. Marketing to Women: A Global Perspective, which examines the women's market in ten countries: United States and Canada (North America); Brazil, Mexico, and Venezuela (Latin America); Great...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Rena Bartos

June 15, 1990

Guruism to globalism?

How does the research buyer gauge the value of alternative qualitative proposals - that is, value in the broadest possible sense of input to the marketing process within the client company? The researcher/research company who has enjoyed previous...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Authors: Roger Jupp, Robin Challis

June 15, 1990

European reading of TV audiences

Data on TV audiences are required by TV stations, advertisers, and the public. The advent of trans-frontier multi-country TV stations in the past few years had illustrated this on a European basis. The answer to this need was PETAR (Pan-European...

Catalogue: ESOMAR Congress 1989

Author: Thomas Neumann

Company: Procter & Gamble

September 1, 1989

Applying market research techniques to international policy analysis: The development of a small-scale, multi-country opinion leader panel

To meet the need of American companies for better (more focused, relevant and timely) information about European policy trends. Starch INRA Hooper has developed its Opinion Leader Forum. The Forum is a unique multi-country survey that polls a panel...

Catalogue: ESOMAR Congress 1989

Authors: Gunilla C. Broadbent, David A. Jodice

Company: D3 Systems, Inc.

September 1, 1989

A research prototype for developing and assessing a pan-european marketing strategy: A case history

This paper describes the contribution of multi-country market research studies to the development and implementation of a pan-European marketing strategy for a major international high technology firm. Previously, this firm had utilized a...

Catalogue: ESOMAR Congress 1989

Authors: Wayne T. Smith, Hal Hendler

September 1, 1989

Customer service in Europe

The principal purpose of writing this paper is to draw together the experience of executives conducting customer care research in four European countries - The United Kingdom, the Netherlands, France and Spain. All four authors have a history of...

Catalogue: ESOMAR Congress 1989

Authors: Erik de Kort, Brieuc Martin Onraet, Juan Ferrer-Vidal, Roger Banks

September 1, 1989