Resources Library by ANA

Researchers’ abilities and limitations to become consultants

This paper would address this audience to try to better define with you the role of a breed called "Management Consultants". I will share some ideas with you which I hope will be helpful background to your working group discussions

Catalogue: Seminar 1988: Business To Business Research

Author: Marc de Fraiteur

June 15, 1988

New product development based on Japanese consumer tastes in the area of electronics and home appliances

The marketing philosophy of Japanese enterprises in the high-tech field is to discover ways to match technology with the traditional life style and culture of the Japanese people instead of just regarding technology as rational, functional and...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research

Author: Tohru Nishikawa

June 15, 1988

AD*VANTAGE/AC-T

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials,...

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Uwe Munzinger, Karl Georg Musiol

Company: GfK

June 15, 1988

Centralised and decentralised marketing research: How to find the "optimal balance" in a multinational pharmaceutical company

Since 1986 the International Marketing Research Department at the Sandoz Headquarters (HQ) has become increasingly involved in multi-country studies, forming one of the cornerstones for the "international core” of New Product Development, Group...

Catalogue: Seminar 1988: International Marketing Reserarch

Author: Bernd E. Grobe

June 15, 1988

Differentiation through customer service

Deregulation in financial markets has led to explosive change in the structural make-up and marketing behaviour of financial institutions. This observation is critically important if we are to try to assess the future direction of marketing in this...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Simon Chadwick, Peter J. Hayes

June 15, 1988

The impact and effect of new user-oriented computer facilities in media planning

The paper outlines what has happened to Media Planning, Media Buying and Advertisement Sales as a result of the impact and wide-spread proliferation of micro computers. The paper also highlights the practical problems still prevalent with Users that...

Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research

Author: Robert Hulks

June 15, 1988

The natural grouping of banks

In this article 'Natural Grouping', a new technique for image and positioning research is introduced. The more conventional approaches to image research - the free format, the explicit and the implicit techniques - are briefly discussed. The...

Catalogue: Seminar 1988: Research For Financial Services

Authors: Ton Kuylen, Theo M. M. Verhallen

June 15, 1988

What price consultancy?

This paper is written from the viewpoint of a London-based market research agency which undertakes all types of international market research. The paper is primarily concerned with the opportunities that may exist for the researcher in the middle...

Catalogue: Seminar 1988: Business To Business Research

Author: Michael Wilsdon

June 15, 1988

The negative exponential

This paper shows how RBL responded to marketing managements' changed needs by adapting mini-testing methodology to reduce the time necessary for testing in a way which preserved the extended observation of the repeat buying behaviour of panellists as...

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Author: Joel D. Levy

June 15, 1988