Resources Library by ANA

Changing the brand image

This paper proposes to reconsider the attitude of marketing researchers on brand image. Two examples are put forward, both of them concern transportation. The brand image of automotive products is determined, apart from the "objective” knowledge...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: Louis Marton

August 1, 1975

Possibilities for use of a new multivariant analysis method (German)

In this report a new multivariant model is presented. In the first section a use-oriented systematic is developed. Within this systematic the multivariant technique, at present in vogue in practical research, is arranged. The new technique: Partial...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Erich Weihs

June 15, 1976

Education in marketing for the non-specialist

It has become increasingly apparent over the last few years that many people who become involved in the marketing process are not themselves specialists in this field and indeed as a subject it is on the periphery of their main interests. In the...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: John Mckenzie

June 1, 1976

The IJF-Questionnaire (German)

For more than 5 years, - since existence of the Institut fur Jugendforschung (IJF), Munich, - IJF has been using a questionnaire system which has demonstrated considerable advantages compared with customary opinion poll procedures, as regards costs,...

Catalogue: ESOMAR Congress 1975: Quality In Research

Authors: Kurt H. Benz, Detlef Rlemer

August 1, 1975

Relating research techniques to marketing problems

The authors describe the development, over a period of four years, of a research programme for a new container designed to offer an alternative to glass bottles and metal cans for beer and carbonated soft drinks. The new container is the ICI...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Donald Osborne, A. J. Payne

June 15, 1976

Advertising effect modelling

Measuring and modelling advertising effectiveness have attracted considerable attention from researchers and practitioners. This paper presents development, testing and applications of a new market model for advertising effect. It represents an...

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Lars Grønholdt

November 11, 1996

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Amit Bose, Khushi Khanna

Company: PepsiCo

September 1, 1996

The evolution of a Latin American audit process

This paper provides a framework for establishing an initial examination process and demonstrates how people from different countries can work together for the improvement of media research.

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Authors: George Ivie, Nick Terlizzi

Company: Ernst and Young Services Pty Ltd

June 15, 1998

Value for money of qualitative research

This paper describes the results of an experiment which examines the reliability and validity of qualitative research. Two studies of the same marketing problem (a pack test) were conducted and compared: one a qualitative study (6 group discussions),...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Authors: Alan Branthwaite, Peter Cooper

Company: QRi Consulting Ltd.

September 1, 1978