Resources Library by ANA

The evaluation of below-the-line activity by ad hoc field research

The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Peter Sampson

June 15, 1980

Developing user information requirements

A methodology is developed in this paper to meet the complexity of identifying information requirements at top management level. The main problems with such a methodology are, firstly, to find a strategy for determining the essential information...

Catalogue: Seminar 1980: Information Systems In Action

Author: Ritva Rautkylä

June 15, 1980

The application of a long and medium term M.M.I.S.A.T Colgate-Palmolive

Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to...

Catalogue: Seminar 1980: Information Systems In Action

Author: Janine Rouas

Company: Colgate-Palmolive

June 15, 1980

Evaluation

Introductory paragraph to "Evaluation" section of the book "Market researchers look at advertising".

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: ESOMAR B.V.

June 15, 1980

Advertising information systems

This paper focuses on the design and implementation of an advertising information system. It is based on experience of IMS since 1969 in creating a multi-data base, multi- user interactive advertising and marketing information service. Topics to be...

Catalogue: Seminar 1980: Information Systems In Action

Authors: Leon Liebman, Daniel Olasin

June 15, 1980

How can qualitative research help to seek and evaluate new ideas

The group decided to focus on the idea of seeking new product ideas as it was felt that concerning concept evaluation there is already a lot of experience, evidence and discussion. Every position and person in the company may generate new ideas....

Catalogue: Seminar 1979: New Product Development

Author: Bernhard Roos

October 1, 1979

Nonmetric multidimensional scaling

What has really happened over those ten years? Does the contribution of the techniques outweigh the limitations of unresolved methodological issues? What is the evidence of practical marketing application? And how far does Europe lead or lag behind...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Author: Michael M. Brown

March 1, 1979

The utilization of social policy research

Existing doubts about the viability of applied social science notwithstanding, systematic, empirical analyses of the utilization of social research are virtually absent. Based upon data from interviews with social researchers and policymakers about...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Authors: Mark van de Vall, Cheryl Bolas

March 1, 1979

A proposal to evaluate research projects

One of the most important responsibilities of decision makers and also of research managers, including marketing and social research managers as well, is to select the best research projects among alternative ones to be undertaken. To determine the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Author: Kemal Kurtulu

September 1, 1978