Resources Library by ANA

Qualitative research

This paper shows how ‘scientific’ thinking has wrongly influenced the way qualitative research is sometimes conducted. It argues that qualitative market research is almost entirely an ‘art’. It enumerates a number of techniques...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Roger Boyce

June 15, 1997

Viewing and coverage of the billboard medium (Spanish)

This work is a contribution to an issue that has been the subject of numerous attempts - none of them successful - in the last years: the assessment of the audience and the coverage of the outdoors. The methodology proposed here should equip the...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Karla Mendes, Eneida Nogueira, Jose Reinaldo Riscal

June 15, 1997

Is qualitative research truly developing or is it declining? (Spanish)

This document makes a dissertation on the perception current in Mexico from the assessment, definition and utilization from the investigation qualitative: The same invites to the reflection on the conception from a investigation more engaged and less...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Ernesto Reyes Escobedo

June 15, 1997

Laddering

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called “laddering” to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Ana Helena Meirelles Reis

June 15, 1997

Integrated marketing communications starts with print plus television

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrated marketing communications, with special...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Alan Smith

June 15, 1997

Subscribers and their magazines (Spanish)

The media research information about the magazine market-oriented medium has evolved in the sense of scaling up the public-lexicon of its socio-economic characteristics. The information we have today revolves around "who" and "how many" read. And...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Maria Luiza Antunes, Marcello Augusto Alvarenga, Katsura Nakamura Eguti

June 15, 1997

Freeing yourself from the customer satisfaction straightjacket

Growth in companies seeking to determine whether customers are satisfied with products and services is, of course, to be commended. However, many of the customer satisfaction vehicles currently being used have become a straightjacket’ that limit...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: David Smith, Aunia Grogan

Company: DVL Smith Ltd

June 15, 1997

From the survival consumer to the citizen consumer (Portuguese)

The hyperinflation prolonged at decade in 80 and principle gives decade in 90 brought to Brazil characteristics much special in behavior two consumers how much at shopping, would you like be exuding good part gives population of this category, would...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Nelma Gasparette Santos

Company: IBOPE Inteligencia

June 15, 1997

New attributions of the Latin American market researcher in face of globalization (Portougese)

This study is aimed to investigate if the market globalization has brought changes to the market research activities in Latin America and in the attributions of market researchers, whether they are working in -suppliers- the institutes or in...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Silvio Pires de Paula

June 15, 1997