Resources Library by ANA

Marketing and research today (November 1991)

The 'Strong' theory of advertising receives widespread support and is characterized by the beliefs that advertising increases peoples' knowledge, changes peoples'attitudes and, as a result, is capable of persuading people who have not previously...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

November 1, 1991

The continued relevance of cultural diversity

With the growing internationalisation of markets it is not surprising that both researchers and marketers are more often intrigued by European communalities than differences. But generalisations across markets and countries, although quite plausible...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Author: Norbert Homma

Company: SINUS Markt- und Sozialforschung GmbH

June 15, 1991

The internationalisation of everyday-life-research

This paper is about a new international approach to consumer research. The Approach uses the concept of Everyday-Life Research (EDL) which is derived from the principles of phenomenology, ethnomethodology, and social psychology seeking to understand...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Norbert Homma, Jorg Ueltzhoffer

Company: SINUS Markt- und Sozialforschung GmbH

June 15, 1990

Research for new product development

It would be convenient, not only for the purposes of this chapter but also for marketing companies generally, if new products were developed by a logical step-by-step approach by surmounting a succession of hurdles which remained constant from...

Catalogue: Consumer Market Research Handbook

Author: Colin Greenhalgh

August 1, 1986

Advertising research

This chapter examines research into advertising. Although media researchers regard much of their work as ‘advertising research’, media research generally is left to the next section. Anyone engaged in advertising research presupposes that...

Catalogue: Consumer Market Research Handbook

Author: Mark R. C. Lovell

August 1, 1986

Multivariate data analysis and consumer behaviour

The purpose of this communications is to review the main applications of multivariate methods to a preeminent area of marketing research consumer behavior. Three areas of application are distinguished, based on a paradigm of consumer behavioral...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Yves Evrard

June 15, 1982

Catalogue:

Author:

January 1, 1970