Resources Library by ANA

Bridging the data decision gap

In this paper it is argued that there is a growing gap between what market research offers and what decision takers require of market research. It is argued that this gap could be reduced if market researchers communicated more effectively how market...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: David Smith

Company: DVL Smith Ltd

September 1, 1990

The production of a 'consumer' based strategy plan for the Museum of Victoria

This paper will show how the tools of marketing research, marketing, financial analysis and strategic planning were used to assist in the repositioning of the Museum of Victoria. It will show how these tools heightened the realisation that the Museum...

Catalogue: Seminar 1990: Research And Marketing For The Arts

Authors: Simon McCall, Malcolm Ellenport

June 15, 1990

Qualitative aspects of quantitative decisions

Going beyond "nose-counts", which was the predominant; mode of assigning numerical "values” to TV programmes until how, "values" serving as corner-stones of decisions with much wider repercussions, we rather have to search beyond numbers, for...

Catalogue: Seminar 1990: The Quality Of Media Information

Author: Emmanuel Heretakis

June 15, 1990

The analytic hierarchy process as a decision support system for strategic marketing planning

While well-formalized, repetitive decision processes might adequately be represented by quantitative data and solved by algorithms the analysis of less formalized, ill-structured decision scenarios heavily relies upon qualitative data. For the...

Catalogue: Seminar 1990: How To Cope With Data Overload

Authors: Frank Gussek, Barnim G. Jeschke

June 15, 1990

MIS, management information system at Volvo car corporation

The MIS system is a system developed for management within Marketing and Sales at Volvo Car Corporation in Gothenburg, Sweden. The project started in 1986 and MIS has become a strategic product and a powerful support for management in their decision...

Catalogue: Seminar 1990: How To Cope With Data Overload

Authors: Birgitta Wagner, Kristina Högberg

June 15, 1990

Managing scanner data

In West Germany a retail scanner panel is successfully operated by an independent, non-profit organisation jointly owned by retailers and manufacturers. User companies now have easy and cheap access to raw retail panel data, gdp Marktanalysen...

Catalogue: ESOMAR Congress 1989

Authors: Clemens Steckner, Rainer Aldag

September 1, 1989

A well designed decision support system proves to be essential for an effective marketing information system

The paper introduces an emerging problem-solving technology that consists of people, knowledge, and computer software and hardware wired into the management process. This technology results from the evolution in the use of computer systems for...

Catalogue: ESOMAR Congress 1989

Authors: Olivier De Schrevel, Philippe Claeys

September 1, 1989

A product's changing place in society

There are two main approaches to measuring a product's changing place in society, those that begin by monitoring social values and those based on measuring changing attitudes to the product itself. The differences in approach stem from concern with...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Ian D. Greig

June 15, 1989

The application of market research to retail merchandising

As the retail trade faces up to the reality and consequences of retail saturation together with an increasingly demanding customer, so it is being forced to understand and react to that consumer. Gone are the days of pile it high, sell it cheap...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: Maureen Johnson, Gill Welch

June 15, 1989