Resources Library by ANA

Behind consumer minds

The present research makes an analysis of the world’s situation at the end of the millennium - marked by decadence and determined by an overvalued emphasis placed on material things sinking mankind to an empty vacuum - and seeks the importance...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Isabel Arango

September 1, 1998

Building customer loyalty on knowledge

This paper addresses the difficulties faced by food retailers in recent years. Category management is the latest magic formula but the success of category management is completely dependent on the quality and relevance of the information provided....

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Wolfgang Lenzen, Claus Patzke

Company: Nielsen

September 1, 1998

Business-to-business research

In the following paper we will touch on some important aspects of business-to-business research, highlighting in brief the key differential points vis-&-vis consumer research. The focus will be on the specific problems and requirements of research in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Walter Lulay

September 1, 1998

Creating competitive intellectual capital

As organizations evolve from multi-domestic to transnational they need to develop new ways of obtaining sharing and acting upon marketing information. The technological advances that led to the ‘marketing information revolution’ now...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Hans-Willi Schroiff

September 1, 1998

From identifying need states to testing in virtual reality

Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). The benefits of category management for supplier organisations are maximised when a purchase marketing...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Maureen Johnson, Paula Felice

September 1, 1998

Data mining VS. conventional analysis

The paper performs a comparison of data mining tools with conventional tools. It is focused on the analysis of issues such as if the new techniques are better than the older ones if so in which sense and when we should apply them. The effort is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Luiz Sá Lucas

September 1, 1998

Statistic and significance testing

Statistics may be defined as ‘the collection, analysis and interpretation of numerical data’. As market research is concerned mostly with counting and measuring, it is not surprising that the theory of statistics can play an important part...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Paul Harris

September 1, 1998

The psychology of decision making

The psychology of judgement and decision making is a discipline dedicated to understanding the process which underlie people's judgements and decisions. This paper introduces some of the research findings and demonstrates how they can be applied to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Boaz Mourad

September 1, 1998

You just do not understand!

For the sake of consistency across markets in today's global environment are we as researchers becoming insensitive to the subtle variations that exist in respondents' understanding and processing of the questions we pose to them? This question is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Sonia Pall, Neerja Wable

September 1, 1998