Resources Library by ANA

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Howard R. Moskowitz

September 1, 1999

Understanding customers' naive theories of high-tech products and services

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Stefana Broadbent Carles

September 1, 1999

Research, media and society

The purpose of this paper is to show how marketing research applied innovatively and interacting with companies non-governmental organisations and the media was able to spur the Brazilian society to modify its basic cultural values thus becoming...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Oriana Monarca White

September 1, 1999

Survival of the focused

This paper briefly describes why the Internet is important to marketers. It then discusses the need for effective research to create effective online relationships between companies and their customers. Following this it looks at the different stages...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Alex Johnston

September 1, 1999

A calculated risk

This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision- oriented information. The authors first review the existing literature on game-theoretic applications and...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Andy Dexter, Jonathan Fletcher

Company: DVL Smith Ltd

September 1, 1999

Talking is understanding

This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen

September 1, 1999

Introduction

The international marketing of brands, as opposed to the international trading of branded goods, and the research to support that marketing function, is a relatively new discipline. The fifties and sixties saw it emerge as a specific industry sector,...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Mary Goodyear

September 1, 1999

The shock of the new

In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers evaluate how if at all such technological...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Andy Barker, Clive Nancarrow

September 1, 1999

Using customer opinions to improve operations of a multinational company

This case history from a successful manufacturing company shows how basic corporate principles and culture are carried into and depend on survey research. The paper describes how qualitative and quantitative measures from face-to-face interviews...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Stephen Connell, Kurt Engelvuori

September 1, 1999