Resources Library by ANA

Beyond presence

This paper presents an account of a major research study conducted at the end of 1987 on behalf of Capital Radio pic. Capital Radio is a major independent radio station broadcasting in London and its immediate environs. This study was designed with...

Catalogue: ESOMAR Congress 1988

Authors: Carole Wilkins, John Clemens, Ruth Deacon

September 1, 1988

Image management

The laddering technique is specifically designed to understand the way in which product images are constructed. The technique involves establishing the link between product attributes, their consequences for the consumer and the personal values...

Catalogue: ESOMAR Congress 1988

Author: Jeanne Steward

Company: qed Ltd.

September 1, 1988

7,8,9 out! Could this be the future of market research in companies?

Marketing researchers have traditionally been very active in refining techniques and methods for obtaining better information. In their day-to-day practical work they are not so accustomed to examining their own behaviour. In particular, there is an...

Catalogue: ESOMAR Congress 1988

Author: Ulrich Lachmann

Company: Philips International

September 1, 1988

A method for evaluating the importance of perceived attributes applied to the development and positioning of new products

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product- related expectancies are three steps central to the...

Catalogue: ESOMAR Congress 1988

Authors: Daniel Bachelet, Joseph Lion

September 1, 1988

BC or AC: Before Coca Cola or after Coca Cola

This paper addresses certain ways in which anthropology may be applied with relevance to market research. Four main topics are discussed: the development of semiology as a powerful potential tool for understanding the dynamics of advertising; the...

Catalogue: ESOMAR Congress 1988

Author: Janet Gruber

September 1, 1988

How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing (German)

This paper presents the results of a representative survey conducted in 1985 with 40 chief buyers of the central organizations in German food retailing. The study was initiated by Hildmann, Simon, Rempen & Schmitz/SMS and conducted by GfK. The...

Catalogue: ESOMAR Congress 1988

Author: Jörg Rehorn

September 1, 1988

How to predict the sensitivity of demand to price

The purpose of this paper is to describe how a user can predict sensitivity of demand to price for consumer products. The trademarked name for the technique is $9.99 Price Testing. However, the technique itself is simply an application of classic...

Catalogue: ESOMAR Congress 1988

Author: Joel N. Axelrod

September 1, 1988

Productivity in international research

The main argument is that the methods and the facilities for designing and controlling multi-country research have evolved from the primitive approach of the 1950's to a sophisticated and versatile methodology which is still being developed and...

Catalogue: ESOMAR Congress 1988

Author: Michael Wilsdon

September 1, 1988

Territorial marketing or marketing tailored to the needs of local government

This article shows how a town that wants to attract business investment, or the developer of a leisure park who wants to find out more about his clientele, can analyse the power of attraction of his image or project before going ahead with his...

Catalogue: ESOMAR Congress 1988

Authors: Caroline Lioret, Denise Vaubrun

September 1, 1988