Resources Library by ANA

Resourcing the marketing research capability

Marketing research for me (and most users) includes the systematic analysis of all the relevant market data and most certainly includes company sales information as well as market survey findings. It follows then that the capability is one of...

Catalogue: ESOMAR Congress 1989

Author: John D. F. Martyn

September 1, 1989

The single European market and the market research sector of services

The aim of the paper is to provide a brief description of background and context of the internal market programme. I shall then look in some detail at the main areas of change and implication for the sector of your business activity: The market...

Catalogue: ESOMAR Congress 1989

Author: Victor Pou Serradell

September 1, 1989

Motivating the marginal buyer

The ideal of targeting and promotional effectiveness is to deliver to those individuals who are most open to brand switching the message or benefit that most satisfies their preferences, and to do this in the most appropriate executional and media...

Catalogue: ESOMAR Congress 1989

Author: Ian D. Greig

September 1, 1989

Customer service in Europe

The principal purpose of writing this paper is to draw together the experience of executives conducting customer care research in four European countries - The United Kingdom, the Netherlands, France and Spain. All four authors have a history of...

Catalogue: ESOMAR Congress 1989

Authors: Erik de Kort, Brieuc Martin Onraet, Juan Ferrer-Vidal, Roger Banks

September 1, 1989

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