Resources Library by ANA

Classification

Since the earliest days of marketing and social research, attempts have been made to group populations and survey respondents into classes: groupings which discriminate between people in ways which are considered likely to be relevant to the research...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: ESOMAR B.V.

September 1, 1998

Re-evaluating the importance of time

This paper is mainly philosophical in nature. It shows that there are a number of concepts within the theory - and application - of evolutionarybiology that can provide insight into some of the problems of brand management in a dynamic environment....

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Martin Oxley

Company: Ipsos MRBI

September 1, 1998

Sampling

This chapter sets out to explain the concepts behind the use of sampling in market research. It outlines some of the main options available to the survey designer and discusses the way sampling is carried out in practice. More complex topics are only...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Martin Alan Collins

September 1, 1998

Market intelligence

The purpose of market intelligence is to provide management with the facts, information and insights it needs to make rapidly the best, most efficient business decisions. Well organised, market intelligence can be a substantial source of competitive...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Fredrik Nauckhoff

September 1, 1998

Datamining for better knowledge

This paper describes a way of using datamining techniques to provide more and better information to managers and to help them manipulate information knowledge and action. With three case studies from the telecommunications industry we intend to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Michel Jambu

September 1, 1998

Cultural values in market and opinion research

The term ‘value’ has many meanings. In market research we meet the term most often in the phrase ‘value for money’ but also in the notion ‘consumer values’. The latter is our concern here. Values in this sense are the...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Hans L. Zetterberg

September 1, 1998

Data mining for brand building

This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Rosemary Ford, Adam Phillips, Andrea Mezzasalma

Company: GfK

September 1, 1998

Data processing and analysis

This chapter describes the data processing and data analysis stages of the quantitative market research process. These steps follow after data have been collected by interviewers, respondents or via automated registration systems. They are followed...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Niels J. Grommé

September 1, 1998

Communication of research results

The challenge of results presentation: achieve speed and clarity, without stripping out any important substance from the findings. The answer is conciseness, i.e. being short yet complete. Also important, is modesty, to present the results and the...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Yves Marbeau

September 1, 1998