Resources Library by ANA

Adding quality to quantity

This paper examines the move towards an integration of qualitative and quantitative methodologies and techniques. It discusses some of the conventional ways qualitative and quantitative research have been combined and then details what the authors...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Authors: Rebecca Wynberg, Sarah O'Brien

June 15, 1993

Successful fusion?

The Danish Target Group Index provides the user with information at product level, and there is a need to improve media planning with information at brand level. If the existing questionnaire were to include information on more than a 1000 brands...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Author: Simon Ortmann

June 15, 1992

Project of an international marketing information system

In the beginning 80's Henkel developed the idea of real international Marketing (Brands, Concepts), and Sales Managers started to define international concepts for Account Management. To support this strategy, Henkel launched in 1987 the project of...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?

Author: Eric Bensimon

June 15, 1992

How single source data can give some valuable indications on how to fix the marketing mix

Data fusion is today becoming a more and more widely used technique : when confronted for instance with the problem of dealing with media/product type of data, it is clear that "marrying together information from different surveys" [1] is both...

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Alain Pioche

Company: Nielsen

June 15, 1992

Cross-linking the quality expectations of the customer to quality control measures on the factory floor

This case-study describes some of the problems that are encountered when trying to integrate customer survey data in a total quality management process.

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Alfons-Pierre Ameel

September 8, 1991

The importance of Pan-European marketing information for international marketing strategy

We note in this case-study that the support of pan-European marketing information is decisive to understand the complexicity of the challenging European market which needs a lot of preparation for the total opening of the frontiers. It is...

Catalogue: Conference 1991: International Marketing Research

Authors: Robbert Betman, Dominique Leuba

June 15, 1991

The role of research, particularly qualitative research, in concept development

The purpose of this paper is to demonstrate how market research can identify consumer needs and then assist in the development of concepts, and eventually of brands, to meet those needs: and brands, with their essential emotional components, rather...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development

Author: Stephen Wells

June 15, 1991

Solving the problem of data complexity and information overload

After nearly a twenty-year experience of collecting and analyzing marketing data, designing and implementing management support systems, Research International and Studio della Grisa committed themselves to create a new, powerful, easy-to-use,...

Catalogue: Seminar 1990: How To Cope With Data Overload

Author: Andrea Traverso

June 15, 1990

High technology data collection for testing and measurement

This paper describes high technology data collection systems in consumer marketing research and their relationship to the more traditional methodologies and techniques. A brief background and history of data collection technology used in research is...

Catalogue: Seminar 1990: How To Cope With Data Overload

Author: Laurence N. Gold

June 15, 1990