Resources Library by ANA

Respondent misconceptions, falling response rates, is it time for change?

This paper looks at the relationship between the researcher and the respondent and seeks to challenge outmoded attitudes and to suggest new approaches which deliver value to all stakeholders (including clients, agencies, respondents, and customers)....

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Ray Poynter

September 14, 2003

The business world will never be the same

This paper examines business and public attitudes to corporate governance post-Enron. The crisis of confidence in business is explored, drawing on data from several countries. The public policy debate about the future of corporate governance is also...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Allan Hyde, Brian Gosschalk

Company: Ipsos MRBI

September 14, 2003

Show me the money!

This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Kristin Hickey, Simon Le Couteur

Company: The Leading Edge

September 14, 2003

Changing equity of private labels: Western Europe

This paper addresses the role of private labels within the perspective of Western Europe and reviews the main factors affecting private label development within the region, the future of private labels vs. brands, and the impact of supercenters and...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Thomas Bachl

Company: GfK

September 14, 2003

Changing equity of private labels: The perspective from Latin America

This paper provides an assessment of private labels from the perspective of Latin America, and specifically from the six leading economies of Latin America: Argentina, Brazil, Chile, Colombia, Mexico and Peru, as a response to the following questions...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Paulo Pinheiro de Andrade

Company: IBOPE Inteligencia

September 14, 2003

Changing equity of private labels in the Middle East

This paper addresses the growth of private labels from the perspective of the Middle East and finds the rising equity of private labels in the Middle East and Africa presents the research industry with new opportunities for growth and profitability.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Nicos Rossides

Company: Ipsos MRBI

September 14, 2003

Global marketing research to support global marketing

Many pharmaceutical companies, particularly those in the United States, 'went global' in the 1990s - yet most of them have failed to prosper from this endeavor. What went wrong? And what did the winners do right? This paper outlines the key forces at...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Lisa Rayder, Charlotte E. Sibley

September 14, 2003

Changing equity of brand labels: The U.S. perspective

This paper provides a perspective on private labels in the United States. The growing deal-mindedness of American consumers as well as a surge in their aspirations may result in another leap forward for private labels.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Edward B. Keller

September 14, 2003

Maximizing shareholder value by bridging the metrics of finance and marketing

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing expenditures versus long-term value building of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Stefan Daiberl, Stuart Agres, Bill Moult, Jim Spaeth

September 14, 2003