Resources Library by ANA

A contribution to market-segmentation in tourism research

The paper is organized around two main topics: 1. Presentation of a piece of research conducted in France in 1975. The basic survey involved a representative sample of the French public and was focused on the attractiveness of tourism abroad and the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Sylvie de la Beaumelle

Company: IFOP

June 15, 1976

Positioning

This paper describes a methodology : "creative motivation research" in which a group of consumers using non-verbal techniques in a prospective and goal-oriented setting are led to express their motivations, desires and fears concerning a product...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: Udolpho van de Sandt

June 15, 1973

How methods of commercial research can help social planners

This paper reviews the methods commonly used by market or commercial researchers to investigate the underlying motivations or determinants of choice. It comments on their validity and their suitability to social planning research. It is argued that...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Author: Mary Tuck

June 15, 1973

Consumer behaviour and motivation research

The study of the population's demand for consumer goods - as the stock of goods increases and becomes more diversified - is more and more complex. This research cannot be limited to gathering some global levels regarding sectors and big groups of...

Catalogue: The European Marketing Research Review 1971

Author: Eugen Barat

June 15, 1971

Motivational research

For several years now motivational research has been successfully applied to more and more categories of consumer goods, that is, goods consumed by individuals or households. Although it is taking its place more and more frequently in the marketing...

Catalogue: The European Marketing Research Review 1971

Author: Claude Werck

June 15, 1971

Motivation research

To date, qualitative research has been used to examine product acceptance and usage, concept testing, and advertising strategy, amongst other things. In the social and environmental fields less use has been made of such methods. In political research...

Catalogue: The European Marketing Research Review 1971

Authors: James Spence, Jacqui Spence

June 15, 1971

The world of hidden desires

Motivation research is a field which has brought into the world of economic hypotheses much that is unusual and unpolished. It is a field that has many opponents and numerous admirers. The debate on the significance of motivation research and on the...

Catalogue: The European Marketing Research Review 1971

Authors: Ladislav Kopercky, Jirj Mikes

June 15, 1971

A case history on research-based below-the-line campaign

The problem consisted in promoting the sales of two cigarette brands: A. Cigarettes, rather strong-tasting American conventional filter-tipped cigarettes; - B. Cigarettes, blond cigarettes, with a very light aroma thanks to its very efficient active...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Bernard Krief

May 19, 1971

The art of asking 'why'

It is a common misconception to view motivational (or qualitative) research as a special brand of market research. But, primarily, it is not a special branch of knowledge or methodology, but a skill. Some people have more aptitude for it than others...

Catalogue: The European Marketing Research Review 1970

Author: Leslie Collins

June 15, 1970