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Research papers

The qualitative approaches and their anticipatory function (French)

How can future factors be detected by a qualitative approach? Two considerations flow from that question: 1. The emergence of new experiences and perceptions remains latent in large part for lack of concepts, of mental images, of words to define them...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Jean Deslandes, Sylvie Motte
June 15, 1986
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Citation

Deslandes and Motte (1986a, June 15). The qualitative approaches and their anticipatory function (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-qualitative-approaches-and-their-anticipatory-function-french-


Research papers

An investigation of the creative approaches to the standardisation of international qualitative research studies

The question of standardisation of international qualitative studies has arisen in part due to the direct demands which global marketing and advertising is making on research. Because products and marketing strategies are being standardised, so it is...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Colleen Ryan, Shirley Kitchen
June 15, 1986
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Citation

Ryan and Kitchen (1986a, June 15). An investigation of the creative approaches to the standardisation of international qualitative research studies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/an-investigation-of-the-creative-approaches-to-the-standardisation-of-international-qualitative-research-studies


Research papers

Unusual research for unusual advertising, mixing methods and minds

A striking new advertising campaign was produced for Benson & Hedges in France. Seven advertisements were prepared, and research was needed to establish, first, whether this campaign projected the image desired for the brand, and if so whether it was...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Colin Pendry, Margaret Holmes
June 15, 1986
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Citation

Pendry and Holmes (1986a, June 15). Unusual research for unusual advertising, mixing methods and minds. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/unusual-research-for-unusual-advertising-mixing-methods-and-minds


Research papers

The qualitative approaches and their anticipatory function

How can future factors be detected by a qualitative approach? Two considerations flow from that question: 1. The emergence of new experiences and perceptions remains latent in large part for lack of concepts, of mental images, of words to define them...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Jean Deslandes, Sylvie Motte
June 15, 1986
×

Citation

Deslandes and Motte (1986a, June 15). The qualitative approaches and their anticipatory function. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-qualitative-approaches-and-their-anticipatory-function


Research papers

A better understanding of quantitative results by using qualitative methods

Since differences between products are becoming smaller and smaller, also the positioning of a product has become increasingly difficult. This paper shall deal with the implications this should have for the way we do image tracking and positioning...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Robert Petrescu
June 15, 1986
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Citation

Petrescu, R. (1986a, June 15). A better understanding of quantitative results by using qualitative methods. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-better-understanding-of-quantitative-results-by-using-qualitative-methods


Research papers

Qualitative techniques to identify and evaluate key market development factors

Over the past ten to fifteen years, decision-makers have gradually turned to scenario-based approaches. In these, rather than try to foretell the future as an extension of the present, they seek more realistically to envisage possible states of the...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Daniel Debomy
June 15, 1986
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Citation

Debomy, D. (1986a, June 15). Qualitative techniques to identify and evaluate key market development factors. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/qualitative-techniques-to-identify-and-evaluate-key-market-development-factors


Research papers

The contribution of qualitative methodology to creative advertising

This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Judie Lannon
June 15, 1986
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Citation

Lannon, J. (1986a, June 15). The contribution of qualitative methodology to creative advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-methodology-to-creative-advertising


Research papers

Guidelines on the use of qualitative techniques in cross-cultural research

A series of studies over a number of years has demonstrated convincingly that accurate measurement of cross-cultural attitudes and perceptions is possible. The success of the studies amongst a diversity of language and cultural groups was largely...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Nesta Morris, Pat van der Reis
June 15, 1986
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Citation

Morris and van der Reis (1986a, June 15). Guidelines on the use of qualitative techniques in cross-cultural research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/guidelines-on-the-use-of-qualitative-techniques-in-cross-cultural-research


Research papers

Researching the subconscious effects of advertising

The aim of this paper is to reawaken interest in researching the ways that advertising works at subconscious levels and to focus attention on how qualitative research can attempt to elicit these subconscious responses. Many consumers are not...

Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Heather Mulholland
June 15, 1985
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Citation

Mulholland, H. (1985a, June 15). Researching the subconscious effects of advertising. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/researching-the-subconscious-effects-of-advertising