Resources Library by ANA

Backcasting when forecasting is unreliable

Experience in past and on-going scenario projects confirms our strong belief that the only way to provide real value to client organizations is to involve key managers in the project as early as possible. This not only enhances learning, but it also...

Catalogue: Seminar 1993: Marketing And International Research

Authors: Rafael Ramirez, Laurent Gatignol

June 15, 1993

Customer driven competitive positioning

This paper describes a sophisticated choice modelling technique for the manipulation of quantative data on customers' needs, expectations, perceptions and values. These feed directly into the development of competitive strategies. Key questions...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Bernard Chudy, Roger Sant

Company: KANTAR TNS Malaysia

June 15, 1993

International qualitative research management

This paper attempts to illustrate, through example, the qualitative market research experience in Japan within the context of international research coordination/management. There are typically three frameworks for organizing international...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Authors: Kazuko Ohye, Holly Bernson

June 15, 1993

Marketing Western brands to the new Europeans

This paper outlines a case study which demonstrates the practicalities and benefits of using high-grade qualitative research methodology in order to understand the fundamental attitudes, aspirations, and social influences impacting upon the Eastern...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Authors: David Craig, Rupert K. Tower

Company: QRi Consulting Ltd.

June 15, 1993

Strategy 2000

Opening speech from Mary Goodyear at ESOMAR Congress 1993.

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Author: Mary Goodyear

June 15, 1993

Changing roles and new opportunities in the international client-agency relationship or are we using a sextant to steer a spaceship?

Today the kinds of projects undertaken by research managers are no longer confined to traditional types of research. There are projects bringing together cross-functional teams and consumers to brainstorm ideas or to solve problems; there are...

Catalogue: Seminar 1993: Marketing And International Research

Author: Kay Broadbent

June 15, 1993

Advertising in Russia

JWT is originally an American advertising agency with a lot of well known clients. The JWT-network has 169 offices in 44 countries all over the world. As JWT is the fourth agency in the world, it obviously has to stay in pace with the developments in...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Michiel Roodnat

June 15, 1993

Analysis of problems inherent in the prevailing fragrance research

The present fragrance research situation can be defined by just two words: need and dis-satisfaction The need for fragrance research is based on the fragrance's perceived importance as the "invisible brand personality", due to which it is constantly...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Barbara Busch

June 15, 1993

Metaloyalty as an instrument in managing direct marketing

By defining METALOYALTY a contribution to the clarification of a diversity of loyalty definitions and concepts has been outlined.This cuticle is divided into two parts: First we will focus on the process leading to the definition of metaloyalty and...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Author: Gorm Kunøe

June 15, 1993