Resources Library by ANA

Counselling without moralizing

This papers presents the main results of a research study aimed at defining the communicational strategy to be applied through a national TV campaign promoted by the French Committee on Health Education, and concerning alcoholic overconsumption.

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Eliséd Veron

Company: SORGEM IMR

June 15, 1985

The mini parliament technique (German)

Especially in local politics of small towns and communties the formulation of objectives and the development of decisions is highly intransparent. The new method provides applicable results for the decision-taking procedure of honorary persons acting...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Klaus-Christian Kleinpeld, Claus Merbold

June 15, 1985

Extending the geographic scope of research to Eastern European shortage economies

The objective of this paper is to study the nature of the marketing research task in Eastern European countries. The need for this type of analysis steins from the fact that most research procedures, whether for domestic or for international...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Jozsef Berács, Nicolas Papadopoulos

June 15, 1985

Identifying opinion leaders

This paper presents an instrument which serves to identify opinion leaders, a simple "strength of personality scale" developed by the Institut fur Demoskopie Allensbach and sponsored by the Spiegel Publishing Company. Testing the instrument with a...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1985

Improving corporate and strategic decision-making in West Africa

The paper describes how qualitative research conceived on a very large scale and analysed by a multi-disciplinary team, can help to establish a data-base of value to decision-makers in all areas of marketing in West Africa. The AdAfrica project is...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Mary Goodyear

June 15, 1985

Qualitative research in Europe

The paper comments on qualitative research as it is carried out at present in Europe according to different 'styles'. What is referred to as the "new" qualitative research is discussed and the view expressed that it has emerged from dissatisfaction...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1985

Corporate planning, computer services and market research

The shift from primary and manufacturing industries to the service sector continues in the industrialized nations of the West. Within the service industries, the emphasis is now on the production and distribution of organised information. The age of...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Andrew C. Gross, Peter M. Banting

June 15, 1985

Tangible and intangible reasons for new product failure

This paper will summarize the reasons for these new product failures, concluding with specific recommendations based upon fifteen years' experience in researching and monitoring the progress of over 2000 new packaged goods launched in both the U.S....

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Lynn Y.S. Lin

Company: Burke, Inc.

June 15, 1985

A new challenge: Strategic research

My objective is neither to deliver a case history of the utilisation of surveys for strategic purposes, nor to present a new, revolutionary method. Rather, on the grounds of my dual experience as a Manager and a Consultant in the area of strategic...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Louis Tuvee

June 15, 1985