Resources Library by ANA

The facts of life

My discussion today will be based on United States data only. I do not presume to project the trends in my country to what is happening in yours. I am here to talk about change: - Markets are changing;- Consumers are changing;- The economy is...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Author: Rena Bartos

June 15, 1986

How retailers can profit from scanners

This paper investigates the impact of scanner data on retailers and the uses retailers have made or can yet make of this data. Although scanners are used in many different retailer and wholesaler environments, the focus here is on the development of...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth

Authors: Jan Willem Bol, Thomas W. Speh

June 4, 1986

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 United States perspective on the status and future of international marketing research

The aim of the study was to obtain an understanding of current and future international marketing research needs in the United States. The paper analyses the data by the type of corporation/advertising agency, the size of the international research...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Eileen A. Kelly

June 15, 1984

What is missing in media planning?

This paper is based on a lot of experience. My judgement for you today in "what is missing in media planning" are; A. Planners in general are not seriously and completely trained in fundamentals of media planning, the research methods and their...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Stephen A. Douglas

June 15, 1984

Validation of copy: Testing measures based on in-market performance

This paper will describe a project recently undertaken in the United States to attempt to validate some commonly used copy testing measures. New Product commercials were chosen for study for two reasons: 1. in their own right, they represent a...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

Author: David W. Olson

June 15, 1984

Using editorial research to build the circulation of glamour magazine

The paper details the many ways in which GLAMOUR, a major consumer women's magazine in the United States, has used editorial research over a period of the last fifteen years in order to build its circulation, especially its single copy sales.

Catalogue: Seminar 1983: Publishing A Better Product

Author: Ruth Whitney

November 23, 1983

Profit from thinking!

The central thesis of the paper is that the profitability of research companies is hindered because market research is not perceived as a profession, either by those who sell research or by those who buy it. The most significant expression of this...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Author: Hazel Kahan

August 23, 1981

The use of societal scenarios for improved corporate planning

The operating environment for many businesses is increasingly affected by social and political pressures, in addition to economic and technological ones. The need for systematic planning is generally accepted by business, but until recently it...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Christine A. Ralph MacNulty, Elizabeth H. Nelson

Company: KANTAR TNS Malaysia

August 1, 1981