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Research papers

Evaluating and forecasting prescribing

The paper is divided into four main sections. The Methodology describes the data upon which the analyses were based and explains the theoretical background to the approach adopted. The Results are then presented to show how large and small drugs...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Andrew S. C. Ehrenberg, Philip Stern
June 1, 1995
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Citation

Ehrenberg and Stern (1995a, June 01). Evaluating and forecasting prescribing. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/evaluating-and-forecasting-prescribing


Research papers

Through the looking glass

The paper describes a case study carried out in 1994 to examine the potential for a number of new possible line extensions (formulations) of an existing product. Management required an extremely accurate forecast of the likely impact of the new forms...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: Raf De Wilde, Alan J. Bowditch, Simon Fitall
June 1, 1995
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Citation

De Wilde, Bowditch and Fitall (1995a, June 01). Through the looking glass. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/through-the-looking-glass


Research papers

Developing integrated forecasts in an increasingly complex, global pharmaceutical market

As decision-making for prescription pharmaceuticals becomes increasingly pluralistic, forecasting the market share of a new product or line extension is more difficult than ever, especially in global, international applications. This paper presents a...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Authors: William F. Mckenna, Girish Patwardhan, Juliet J. Goodfriend
June 1, 1995
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Citation

Mckenna, Patwardhan and Goodfriend (1995a, June 01). Developing integrated forecasts in an increasingly complex, global pharmaceutical market. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/developing-integrated-forecasts-in-an-increasingly-complex-global-pharmaceutical-market


Research reports

ICC/ESOMAR international code of marketing and social research practice (French)

This Code sets out the basic principles which must guide the actions of those who carry outor use marketing research. Individuals and organizations that subscribe to it must follow notjust the letter but also the spirit of these rules.

Catalogue: ESOMAR Codes And Guidelines
Authors: ESOMAR B.V., ICC B.V.
May 3, 1995
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Citation

B.V. and B.V. (1995a, May 03). ICC/ESOMAR international code of marketing and social research practice (French). ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/icc-esomar-international-code-of-marketing-and-social-research-practice-french-


Research papers

The contribution of semiotics for the studies in advertising communication

This paper is divided into three parts. The first one presents the semiotical concepts employed and the presence of signs in human communication. The purpose of this part is to lay the theoretical basis of the study developed. The second part is...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Author: Affonso Barella
May 1, 1995
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Citation

Barella, A. (1995a, May 01). The contribution of semiotics for the studies in advertising communication. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/the-contribution-of-semiotics-for-the-studies-in-advertising-communication


Research papers

Evolution of mass media and the measurements of its audience in Latin America

The introduction shows that television has a higher share of ad spend in Latin America than in any other part of the world. This leads to an even higher share of television in the media research budgets. The following parts review the introduction...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Ricardo Mariño, Alberto Arnaldo
Company: IBOPE Inteligencia
May 1, 1995
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Citation

Mariño and Arnaldo (1995a, May 01). Evolution of mass media and the measurements of its audience in Latin America. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/evolution-of-mass-media-and-the-measurements-of-its-audience-in-latin-america


Research papers

Thinking of the future

This paper attempts to develop an analysis of Latin America based on the opinions gathered in a harmonized quantitative research survey conducted in nine Latin American / Caribbean countries. This was the first wave of a Tracking Study designed to...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Maria Helena Gama, Nelsom Marangoni
May 1, 1995
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Citation

Gama and Marangoni (1995a, May 01). Thinking of the future. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/thinking-of-the-future


Research papers

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Rosie Riley, Aurora Yasuda
Companies: KANTAR TNS Malaysia, IBOPE Inteligencia
May 1, 1995
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Citation

Riley and Yasuda (1995a, May 01). Understanding how advertising works and implications for measurement of its effectiveness. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/understanding-how-advertising-works-and-implications-for-measurement-of-its-effectiveness


Research papers

The function and positioning of the market researcher regarding total quality programmes in Brazil

The objective of this paper is to discuss the challenge of the Total Quality Programmes for the market researcher. The philosophy of quality managing started to develop in Brazil in the late 1980's, following the track of world-wide trends. The...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Author: Maria Aparecida J.S. Schoenacker
May 1, 1995
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Citation

Schoenacker, M. A. (1995a, May 01). The function and positioning of the market researcher regarding total quality programmes in Brazil. ANA - ESOMAR. Retrieved February 21, 2026, from


https://ana.esomar.org/documents/the-function-and-positioning-of-the-market-researcher-regarding-total-quality-programmes-in-brazil