Resources Library by ANA

Quality in market research

In this paper the authors argue that it is inevitable that initiatives such as BS5750 will continue to pick off the more concrete, tangible aspects of the market research process that most readily lend themselves to the specification of required...

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

Authors: Andy Dexter, David Smith

Company: DVL Smith Ltd

September 1, 1993

Advertising quality and market share

The increase of the quality of advertising offers an important possiblity to improve the success of a brand without costs being automatically increased. Pretest measures for commercials as e.g. the AD*VANTAGE test system are thus intensively used by...

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

Authors: Claudia Schmies, Raimund Wildner

Company: GfK

June 15, 1993

Anticipating social change in Eastern Europe

The purpose of this paper is to present RISC's experience in applying its specific socio-cultural expertise in the monitoring of social change to the former communist societies. The first part presents the ACE East program, its developments, and its...

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

Authors: Larry Hasson, Agnieszka Xrason

Company: RISC S.A.

June 15, 1993

Aroma psychology

The rather intricate process of odour perceptation and evaluation defies any exact measurements of consumer responses to fragranced products. This paper will discuss a psychological approach towards fragrance evaluation leading to a theory of...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Hans-Otto Schmidt

June 15, 1993

The point of sale

In recent years there has been a growing body of evidence to show that the point of sale can form an important influence on consumer purchasing behaviour. Key elements within this evidence are the existence of high levels of brand switching and of...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Roy P. Bradshaw

June 15, 1993

The story of "the journal"

On the 22nd February 1992 The Journal, the morning paper of the North East of England relaunched after a period of steady sales decline. In fact in the previous twenty years, sales had fallen by 45%. This sadly has been the picture for many regional...

Catalogue: Seminar 1993: Competition In Publishing

Author: Jim Chisholm

June 15, 1993

Target groups redefined

At the suggestion of the BURDA publishing company in OfFenburg— publisher of Mein schoner Garten, the gardening magazine with the largest circulation in Europe-the Allensbach Institute has for the first time tested the 'flow' concept developed...

Catalogue: Seminar 1993: Competition In Publishing

Author: Rüdiger Schulz

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1993

The facet analytical approach to marketing research

Several recent studies in social psychology, organizational behavior, health research and in most of the social sciences have utilized facet theory as a metatheoretical framework to design models and complex theories. Its history can be traced back...

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

Author: Jacob Hornik

June 15, 1993

Marketing for public radio in competition

The paper consists of two parts. The first one describes the quantitative use of radio on the basis of representative surveys in Germany. According to topical data radio listening in the eastern part of the country is significantly higher than in the...

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

Author: Josef Eckhardt

June 15, 1993