Resources Library by ANA

Measuring the true value of brands

This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Julie Bevan, Trevor Richards

September 1, 1998

Media research

The objectives for users of media research are to optimise, qualitatively and quantitatively, the transmission of the advertising message.

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Dina Raimondi

September 1, 1998

Multivariate analysis of survey data

A chapter such as this can only scratch the surface in terms of informing the reader what techniques are available, what they do, how they do it, and what are the pitfalls, so it must be seen as purely introductory. Nevertheless, it attempts to...

Catalogue: Consumer Market Research Handbook

Author: Ken Baker

September 1, 1998

Financial research

The spectacular growth in financial marketing research over the last twenty five years has pushed it into a prominent place among the types of marketing research undertaken worldwide. After a relatively late start in the early 1970s, it began to take...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Peter Bartram

September 1, 1998

Foreword

ESOMAR, as the leading worldwide association of research professionals, considers it necessary to provide an overview of the state-of-the-art of the research industry at regular intervals. This helps build common frames of reference, both for curious...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Mario van Hamersveld

September 1, 1998

Operation successful but patient dies

Does research assist or stifle innovation? This paper starts with an overview of the transfer of a revolutionary instant meal technology from Asia to Europe. A classically correct research programme but lacking interpretation and action by the...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Michael M. Roe

September 1, 1998

Packaging research

Packaging is a major component in the marketing mix of any brand. It is at least as important as the other components which we take care to get right: advertising, pricing and product formulation. If these others benefit from research, so must...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Tony Schlaeppi

September 1, 1998

What is in it for me?

The willingness of potential respondents to participate in surveys is obviously a major concern for the market research industry not only in relation to individuals acting in a private capacity but equally in the business-to-business market where...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Karen Riddell

September 1, 1998

Data mining and market research

This article deals with the complementarity between market research and data mining disciplines that we consider to be distinct but interdependent with respect to the kinds of objectives and goals addressed the types of results obtained and the use...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Elisabeth Martine-Cosnefroy

Company: IFOP

September 1, 1998