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Research papers

Detecting opportunities and risks to global branding

In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Jacques Blanchard, Chris Macrae
June 15, 1988
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Citation

Blanchard and Macrae (1988a, June 15). Detecting opportunities and risks to global branding. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/detecting-opportunities-and-risks-to-global-branding


Research papers

Coordinating methods in multinational qualitative research

Successful and effective multinational qualitative research strongly depends on coordinating methods and styles. Coordinating agencies today, must adopt a sensitive but strong, flexible but sturdy approach and work in cooperation with the local...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Clara Origlia
Company: Market Dynamics International srl
June 15, 1988
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Citation

Origlia, C. (1988a, June 15). Coordinating methods in multinational qualitative research. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/coordinating-methods-in-multinational-qualitative-research


Research papers

Trends in international research

This paper aims at describing the trends in international research for the next decade. It gives first a description of the current situation, which is examined from two points of view: 1. The demand which is growing; 2. The supply.The trends in...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Jean Bigant
June 15, 1988
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Citation

Bigant, J. (1988a, June 15). Trends in international research. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/trends-in-international-research


Research papers

A new approach to international fragrance research

This paper describes how Sandpiper has built a consumer based fragrance database across 5 countries (UK, USA, France, Germany, Japan) in order to facilitate a more actionable, creative and cost effective approach to screen fragrance submissions...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Jane Bigham
June 15, 1988
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Citation

Bigham, J. (1988a, June 15). A new approach to international fragrance research. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/a-new-approach-to-international-fragrance-research


Research papers

Recall and persuasion

Over a two year period the authors have been involved in the development of a new commercial testing system, that brings together, for the first time, measures of on-air recall and persuasion. The system named AD-VISOR, became officially operational...

Catalogue: Seminar 1988: International Marketing Reserarch
Authors: Patrick G. M. Standen, Stephen Factor
Company: Burke, Inc.
June 15, 1988
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Citation

Standen and Factor (1988a, June 15). Recall and persuasion . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/recall-and-persuasion-


Research papers

Creativity and accountability in international advertising research

Advertising research has always had two objectives: First, to help the creative person sharpen and improve the execution of strategic positioning and ideas. To help him push his imagination as far as the understanding of the consumer will permit....

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Lorenz C. Andersen
June 15, 1988
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Citation

Andersen, L. C. (1988a, June 15). Creativity and accountability in international advertising research. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/creativity-and-accountability-in-international-advertising-research


Research papers

Circumventing babel

This paper outlines some of the problems which can be experienced in co-ordinating, analysing and interpreting international qualitative data. Our thesis is that good research and actionable recommendations cannot be achieved without a full...

Catalogue: Seminar 1988: International Marketing Reserarch
Author: Anne Ward
June 15, 1988
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Citation

Ward, A. (1988a, June 15). Circumventing babel . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/circumventing-babel-