Resources Library by ANA

Comparability in the measurement of advertising persuasion

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Arne Krogh Nielsen, Lorenz C. Andersen

June 15, 1983

A marketing information and communication system

This paper will describe a Marketing Information and Communication System (MICS) that is based on market research and closely links the marketing research function to the marketing and sales function. The results accrued from this custom-designed...

Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry

Authors: Brian Keedwell, Richard Starr

June 15, 1983

The expected changes in television environment and their influence on the audiences

A larger number of new opportunities of watching TV will be offered to each individual by the expected developments of the Medium during the Eighties. What will be the reaction of the audiences? Will the individuals increase the time that they...

Catalogue: Seminar 1982: Improving Media Research

Author: Giovanni Fabris

June 15, 1982

Translation by computer of open ended responses

It is necessary in a multilingual survey to ensure the comparability of the data, no matter in which language it was collected. For purely closed-ended (multiple-choice) questions this is moderately straightforward, and depends largly on an accurate...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Author: Ian D. K. Kelly

June 15, 1982

The change from national to international research: A turbulent journey into a changing European business and economics environment

A case history of the development of a 12 nation survey from its national origins to international execution and completion. It is an illustration of the continuing problem facing international researchers of how to conduct research that is...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Authors: Chris Jarret, Stafford Crossman

June 15, 1982

Some basic principles and recent developments

This paper describes some recent developments in the area of consumer classification. No attempt has been made to be comprehensive and coverage is confined mainly to the UK, where the author has most first hand experience. The paper was intended as a...

Catalogue: Seminar 1982: Classifying Consumers

Author: Tony Lunn

Company: QRi Consulting Ltd.

June 15, 1982

Highlights of international reaction and attitude programs

One of the commitments of Citicorp is to provide the climate and resources that will enable all staff members to advance on merit as far as their talents and skills will take them. This is part of the Citicorp approach to concern for individual staff...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally

Author: CITICORP B.V.

June 15, 1982

The use of market research to segment and communicate effectively with the market for travel and entertainment cards in the countries of Western Europe

This paper outlines how the European Market Research Department of the American Express Card Division has used market research to help its individual marketing teams (based in the various European countries) develop segmented marketing and...

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally

Author: Paul Szwarc

Company: American Express Company

June 15, 1982

End user research

This paper focusses on a comparative study of 16 British and West German machine tool manufacturers, which shows clear differences in the extent of user involvement in the product development process. Broadly speaking in the West German companies,...

Catalogue: Seminar 1981: Industrial Marketing Research

Author: Stephen T. Parkinson

October 1, 1981