Resources Library by ANA

Evaluating promotions cost effectively

This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Authors: Marc Drake, Mike Sargent

Companies: KANTAR TNS Malaysia, Kraft Heinz Company

November 6, 1985

Centralised multi-national research in the travel industry

The paper queries whether the "international consumer" exists as such; in determining the best research method in multi-country research projects, it suggests that no single rigid approach (standardised comparability:non-comparability,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Peter B. Hodgson

June 15, 1984

A comparative assessment of the costs and benefits of single location and multiple location telephone interviewing for multi-national research

The aim of this paper is to assess the comparative costs and benefits of single location and multiple location telephone interviewing for multi-national research projects. Special attention is paid to studies involving two or more European countries,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Nick H. Sparrow

Company: Marplan Forschungsgesellschaft mbH

June 15, 1984

More value from image research for less money

Since the introduction of the image concept to marketing a significant part of marketing research budgets is spent on image research. Stimulated by the necessity to adapt existing research techniques to research by telephone, NSS, in co-operation...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: L. J. van der Herberg, Peter H. van Westendorp

June 15, 1984

A United States perspective on the status and future of international marketing research

The aim of the study was to obtain an understanding of current and future international marketing research needs in the United States. The paper analyses the data by the type of corporation/advertising agency, the size of the international research...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Eileen A. Kelly

June 15, 1984

Multinational telephone surveys from the link central telephone bank in Lucerne, Switzerland

This paper provides the reader with a short description of the methodological advantages of multinational telephone interviewing from a single location and in particular from a central telephone bank in Switzerland.

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Jos Vloemans

Company: LINK Institut für Markt- und Sozialforschung

June 15, 1984

Information technology bypasses boundaries

At this moment centralised international data collection via telephone is the most dominant form. Since it first started hesitantly in Europe about five years ago, enough experience has now been gathered to evaluate its benefits, its complications,...

Catalogue: ICC/ESOMAR Symposium 1984: International Marketing Research

Author: Emile M. C. van Westerhoven

June 15, 1984

Marketing research works: A case of Mexicana Airlines (MX)

This paper shows a case of the off-line foreign carrier which moved into the Japanese market to develop its market potentiality and used a simple in-house telephone monitoring survey from its customers such as travel agents, wholesalers and airlines....

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: Akira Nagashima

June 15, 1983

Media measurement by telephone and viewdata

This paper begins by discussing the changing media scene in Britain, with particular reference to the emerging need for fast reported, accurate data on daily or weekly media audiences. In the past this has been available only for the television...

Catalogue: Seminar 1982: Improving Media Research

Author: John Clemens

June 15, 1982