Resources Library by ANA

Meeting the information challenge

In order to ensure BT - the largest telecommunications supplier in the UK - obtains maximum value from its investment in market research, its Personal Communications (PC) Division has put in place an initiative - the creation of a market research...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Karen Ashton, David Smith, Andrew Dexter

Company: DVL Smith Ltd

September 1, 1994

Persuasive advertising

Marketers who wish to continually improve advertising productivity will begin to apply a Total Quality approach to the advertising development and management processes, using statistically sound (sales-related) measurement feedback at appropriate...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Margaret H. Blair

September 1, 1994

Politicians on the political market in Poland

This paper discusses the political marketing problems inherent in the Polish new democracy. Since 1989 the political system has been developing in a state of constant change. It was very hard for voters to grasp the programs, goals and ideas...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Lena Kolarska-Bobinska, Piotr Starzynski

September 1, 1994

A database approach to the analysis of complex qualitative research data

It is argued in this paper that the use of text-databases implies a cost-effective and rational use of transcripts from broadly based qualitative studies. Special attention is drawn to the possibility of querying the data by means of an automatically...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Simon Ulrik Kragh

September 1, 1994

Forecasting of elections in the world's largest democracy

Most Opinion Polls in the West, which attempt to forecast election results, rely on a representative sample of voters and a frank reply to the question: "If the Elections were held tomorrow, who would you vote for? It is the author's contention that...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Partha Rakshit

September 1, 1994

Let's take a new look at brand image measurement

The measurement and monitoring of brand image is a major requirement of marketing management and a major preoccupation among market researchers. It has been for almost fifty years. The ways in which brand image is measured have not changed much in...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Peter Sampson

Companies: Burke, Inc.,

September 1, 1994

Long-term, in-depth market analyses based on media market studies (German)

In practically all countries that are oriented towards the market economy, media coverage and the composition of media users are ascertained on a regular basis within the framework of ambitious research projects. Along with detailed demographic...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Jochen Hansen

Company: Institut für Demoskopie Allensbach GmbH

September 1, 1994

Solutions to management problems

This paper will show that qualitative research methods can contribute to an increased effectiveness of traditional market research and can offer a solution to a variety of management problems related to the development and implementation of a (new)...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Julie Visser

Company: NIPO

September 1, 1994

New cultural maps for the 90's

RISC is monitoring social change in most developed countries in the world to service multi-national marketing operators and institutions. A yearly survey on 2.500 people by country provides a regular evaluation of the social and consumer trends that...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Larry Hasson, Michel Ladet

Company: RISC S.A.

September 1, 1994