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Research papers

The impact of consumers' commitment to existing brands on new product launch strategies

Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Authors: John Rice, Jan Hofmeyr
September 1, 1999

Research papers

Using market research to enhance corporate innovation

The following paper demonstrate show applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Michael Cohen
September 1, 1999

Research papers

Helping newspapers compete with electronic media

Not all people read newspapers in the same way. Some readers want to look only at the ads others only the headlines. In classifying individuals by their motivation for reading newspapers we discovered live distinctly different types of people that...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Authors: Seija Nurmi, Virpi Nurmilaukas
June 15, 1999

Research papers

Through the eyes of children

This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina Brazil and Mexico by Nickelodeon Just Kid Inc. and Research International. The study was designed to provide...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Bruce Friend, Mark Stapylton-Smith
Company: Viacom International Media Networks
June 15, 1999

Research papers

Evaluating how radio station listeners use a radio station

The ratings puzzle has numerous pieces that fit together to complete the picture of how radio station listeners use a radio station. In order to understand the nature of the puzzle the analyst must evaluate each piece of the puzzle independently and...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Author: Rhody Bosley
June 15, 1999

Research papers

The value of women's magazines for advertisers

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology and presents their positioning and features that makes each magazine absolutely unique -...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Authors: Paola Furlanetto, Giulia Ceriani
Company: Ipsos MRBI
June 15, 1999

Research papers

A global approach to marketing mix optimisation

This paper demonstrates consumption-oriented forecasting techniques to explain the influence of individual economic fields relevant to the purchase decision on the marketing mix variables of a company. New statistical methods have been developed to...

Catalogue: Seminar 1999: Market and Competitive Intelligence
Authors: Bernd Schantz, Rudolf Lewandowski
March 1, 1999

Research papers

Making intelligence count

Ever-increasing resources are being devoted to learning about customers. What do they want how do they perceive us and our offer how do we match up against the competition? Attendant pressures mount on research specialists product brand and...

Catalogue: Seminar 1999: Market and Competitive Intelligence
Author: Sean A. Meehan
March 1, 1999

Research papers

Choose change

The TRUE power of knowledge lies in its role of informing and guiding a brand’s future marketing plans. Usually knowledge is retrospective: marketers and advertisers learn from their success as well as mistakes; they seek to project the future...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maggie Collier, Kirsty Fuller
Company: Flamingo
September 1, 1998