Resources Library by ANA

Global branding and segmentation: Everything old is new again

This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to...

Catalogue: ESOMAR Congress 1989

Author: Elana M. Hudak

Company: Colgate-Palmolive

September 1, 1989

A new segmentation tool for marketing in the 90's

The main topic of this paper is the analysis of new needs for information about customers in the context of international marketing in the 1980's and, especially, in the 1990's. Bernard Cathelat, initiator of life style studies since 1970 and his...

Catalogue: ESOMAR Congress 1989

Authors: Bernard Cathelat, Roger Wyss

September 1, 1989

A decision support system for marketing strategies based on survey data

This paper covers the problem of: envisaged changes to the current market situation. The analytical method used to establish a micro simulation model is an advanced approach to Conjoint Measurement Analysis of survey data. The final aim of this...

Catalogue: ESOMAR Congress 1989

Author: Klaus Stadtler

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

September 1, 1989

Creativity in quantitative research

Both market researchers and their clients subscribe to the notion that there are "two cultures": On the one hand, there is qualitative research with depth interviews, unstructured interviews with a small number of respondents. This is the creative...

Catalogue: ESOMAR Congress 1989

Author: Elisabeth Noelle-Neumann

Company: Institut für Demoskopie Allensbach GmbH

September 1, 1989

Our experiences of forecasting non-fast moving consumer goods products & services

Forecasting new Fast-Moving Consumer Goods (FMCG) sales potential prior to test market has been available, and quite successful for twenty -20 years. During the past eight years, much effort has been devoted to duplicating the forecasting success...

Catalogue: ESOMAR Congress 1989

Authors: Gilles Hustaix, Lynn Y.S. Lin

Company: Burke, Inc.

September 1, 1989

The third generation of qualitative research

Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...

Catalogue: ESOMAR Congress 1989

Author: Georges Guelfand

September 1, 1989

Small is beautiful, but difficult

In this paper it is argued that the solution to the problem of how to conduct effective research for small businesses lies not just in improved techniques, but also in redefining the market researcher’s role. It is argued that market research...

Catalogue: ESOMAR Congress 1989

Author: David Smith

Company: DVL Smith Ltd

September 1, 1989

The Nielsen consumer single source approach

Many people are talking about Single Source, most of the time without giving a precise definition of what have to be understood under this concept. The aim of this paper is an attempt to clarify the question in trying to make a distinction between...

Catalogue: ESOMAR Congress 1989

Authors: Bruno Colin, Alain Pioche

Company: Nielsen

September 1, 1989

Can research agencies meet the requirements of their clients with regard to "Europe 1992"?

During the last year, the "Common Market of Europe 1992" had been the topic which has concerned politicians, managers and many other circles. For those who were meant to be very much interested in this subject, numerous talks, seminars and similar...

Catalogue: ESOMAR Congress 1989

Author: Rudolf Leibiger

Company: GfK

September 1, 1989