Resources Library by ANA

Survey on the problems of transferring a brand from one Western European country to another

The common market is - despite all difficulties - a successful arrangement for the economic unification of Europe. Efforts to unify the supply of consumer goods to the European market, without riding roughshod over regional and national specialities,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. Stolte

September 1, 1972

On the general relationship between the editorial topics of a magazine and the demographic attributes of its readers (German)

The following study is concerned with the question as to the relationship between the topics offered in the editorial matter of magazines and the demographic attributes of the readers. To put it more briefly but not quite so precisely: Who reads...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Dieter Müller-Veeh

June 15, 1973

A market with fine prospects

The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Heinz Alpers

June 15, 1961

PAKOM: The price-sales functions of competing brands

This model, which is called PAKOM from the initials of its German name, concerns itself with the effects of price differences and indicates what influence the price policy for a product has on the level of sales, against the background of competitor...

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

Author: Klaus Kornobis

Company: Nielsen

September 1, 1976

Consumer cognitions

This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Susan Baker

December 1, 1996

Alternative behaviour in the Federal Republic of Germany Potential and trends (German)

In 1981 STERN magazine released the survey "LEBENSZIELE - Potentiale und Trends alternativen Verhaltens" (Aims in Life - The Potential of and Trends in Alternative Behaviour), the first complex representative analysis of "alternative" movements among...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Ortrun Venth

June 15, 1982

Using orthodox marketing research to guide communications strategies toward key public figures

This study was undertaken to gauge the efficacy of the methods of communication used by the German Information Center. The GIC, headquartered in Mew York City, is responsible for keeping key people in the U.S. apprised of events and developments in...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Author: Janet Schneider

June 15, 1981

Marketing in East Germany

The East German population is characterised by five main patterns : 1. Unique situation in Europe : A German-latin cocktail 2. A modem social society in transition towards a consumer society 3. Heritage of socialism : social commitment 4. Socialist...

Catalogue: Conference 1991: International Marketing Research

Author: Christine Woesler de Panafieu

June 15, 1991

The integration of the staff in the enterprise and its significance in the regional surrounding

As empirical social research is only beginning to enter these spheres of duties, we are presenting, based on the foundation of the results of two examinations, the inferring connections between enterprise congestion, staff integration and position of...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Wolfgang Hesse

Company: Basis-Kontakt GmbH

June 15, 1973