Resources Library by ANA

A new challenge: Strategic research (French)

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

Computerized interviewing and fully automated registration of telephone use

The telephone division of the Netherlands P.T.T. has until recently used a revolving panel operation to register outgoing and incoming telephone calls. Write in-questionnaires were being used. They provided useful but far from perfect information....

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Koos J. G. Termorshuizen, Robbert D. W. Baden, Jan Stapel

Company: NIPO

June 15, 1985

The mini parliament technique

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

Brand loyalty patterns in different product areas

In the present paper, a behavioural measure is used to describe loyalty in different product areas. The measures derive from a large study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase,...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Hugo Tranberg, Flemming Hansen

June 15, 1985

Evaluating the potential of interactive systems

The authors believe that there is considerable potential for residential viewdata, including interactive services, in the UK, and that the leading role of market research function in Club 403 allowed immense progress to be made. Communication of this...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Authors: Ronan Knox, Michel Olszewski

June 15, 1985

The contribution of research to corporate and strategic planning

The essence of Volvo's strategic guidelines about people is more a matter of leadership than money. The more one gives, the more one receives in return. People both inside and outside the company must be the two key priorities. The result will be...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Göran Carstedt

June 15, 1985

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Heather Mulholland

June 15, 1985

Identifying opinion leaders (German)

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

Micro-computer software for marketing and marketing research

In this paper we will examine some of the readily available software that enables "knowledge workers", which Marketeers and Researchers certainly are, to improve their personal effectiveness and creativity. Only commercially available software will...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research

Author: Danny A. Nijburg

June 15, 1985