Resources Library by ANA

Development and implementation of the commercial performance audit

For their eventual performance, many organisations rely hugely on the way in which client contact takes shape, i.e. on the shop floor, with a crucial role for the shop floor employee.Does the shop floor employee seize every opportunity to offer...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Wilfred Kik, Leo van Doorn

September 19, 2004

Emotional responses to brands and product categories

Emotions are associated with everything we experience, including communication, purchase and consumption related to brands.Emotions are unconscious underlying elementary processes, to be distinguished from feelings. Emotions can be observed as...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Flemming Hansen, Larry Percy, Rolf Randrup

September 19, 2004

Ethical do's and don'ts in the financial servicing of customers

Although banks tend to be considerate about implications of marketing decisions, their actions are quite often portrayed in media as unethical.This study seeks insight in what constitutes headline news; what constitutes an ethical problem; and the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Gino De Vooght, Lieve Schurgers, Dirk Schyvinck, Hakim Zemni, Ben Decock, An Schmücker

September 19, 2004

Shaping high level business decisions through dynamic understanding of consumer insights

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing readership declines among the younger audience...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Esteban Coll, Fernando Moiguer, Ricardo Kirschbaum, Mariela Mociulsky, Guillermo Oliveto, Jorge Karol

Companies: Compañia de Negocios Moiguer, CCR Group

September 19, 2004

Efficiently measuring opinions in the capital market

The paper describes briefly how respondent different scale usage may affect the analysis of results derived from discrete scales such as those commonly used in marketing research.Those effects are essentially due to yea / nay / middle-of-the road...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Luiz Fernando Lopes Filho, Elaine Restier, Luiz Sá Lucas, Eduardo Werneck

September 19, 2004

Facilitating customer relationships through marketing research

Proprietary panels have been adopted by many organizations to lower costs and speed up market research.Kodak has taken the proprietary panel a step beyond to develop a mechanism to enhance their customer relationships.This paper reviews how Kodak and...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Berni Stevens, Thomas Catalano

September 19, 2004

Closed-loop marketing solution for CPG online advertising

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments - where and how can I reach my key segments...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Manjima Khandelwal, David Boyd, Kenneth Greenberg

September 19, 2004

Market research? Come on, this is serious!

Market researchers wish to bridge the current gap between market research and its use for business decisions.This paper argues that such a gap exists primarily due to the difference between the findings of market research that are focussed on the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Omar Mahmoud

September 19, 2004

Linking marketing decisions with consumer decision making

This paper expands on recent findings from cognitive psychology and related disciplines and argues that market researchers need to move their emphasis from understanding consumer perceptions and generalized motivations to a much more specific...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Author: Alastair Gordon

September 19, 2004