Resources Library by ANA

How research is used to bridge the gap between consumers and product developers in order to optimise products

The increasing opportunities for development of cross-border business and the growing requirement for the major international client companies to rationalise their brands across the world has put renewed demands on international market research...

Catalogue: Seminar 1993: Marketing And International Research

Author: Vivien S. Wilton-Middlemass

June 15, 1993

International qualitative research

Recent years have seen the increasing multinationalization of companies and their associated marketing activities, as well as the continual broadening and interpenetration of markets. This has led to a great increase in international research...

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

Authors: Ivana Ventura, Martine Thiesse

June 15, 1993

Toward a common verbal scale of perceived quality

This research addresses a key issue of concern to the international users of customer satisfaction measurement (CSM) information. One of the benefits of CSM is that it offers a yardstick forjudging the performance of the company in becoming customer-...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Lawrence A. Crosby

September 1, 1992

Beyond judgements (German)

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Ulrike Grabner

Company: IMAS International GmbH

September 1, 1992

The brand triad in Europe

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Eckhard Korf, Harald Kunzer, Rolf-Rudiger Nausch

September 1, 1992

Reality meets expectation

The presentations this morning will give you, what I would call, a more detailed flavour of Latin America. When you intend to market consumer goods in Latin America, you should really forget about your experience in Europe. As you probably have...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Cees de Soet

Company: Heineken

September 1, 1992

The brand triad in Europe (German)

The brand triad has become a crucial instrument of communication planning in Germany today. It enables the gradual route taken by consumer potentials along the path to the goal of brand usage to be traced step by step, as well as analysing the status...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Rolf-Rudiger Nausch, Harald Kunzer, Eckhard Korf

September 1, 1992

Beyond judgements

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Ulrike Grabner

Company: IMAS International GmbH

September 1, 1992

Should advertising strategies for international brands be global or multinational?

Phase II is an extension of this study, providing further insight to the issue of global v. multinational strategies, via new quantitative and qualitative data, plus case histories, gathered in countries that have been newly added to the...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Peter Klein

Company: MSW_ARS Research

June 15, 1992