Resources Library by ANA

Special features of the telecom industry

This paper attempts to synthesise most of the related theories and the practical experience in the telecom industries, especially in the case of Germany and Hungary. One should clearly see that by means of basic penetration figures there are two...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: Ildikó Gergátz, Mária Törõcsik, Krisztián Szûcs

October 20, 2002

Mobile content services from customers' point of view

The paper is an example of researching and handling content services in Eurotel Prague. The strong role of substitutes, primarily the Internet, and limited capability of current hardware represent the main limitations for mobile content services...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Author: Lenka Silerová

October 20, 2002

Revue Française du Marketing 2002 (N. 189/190)

L'idée clé du début du 21 siècle est qu'un retour aux sources est indispensable et que la vocation première du marketing reste laconnaissance du client et la compréhension de ses attentes.«Que veut le consommateur? Que dit-il de...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

October 1, 2002

Six Sigma in marketing and marketing research

The objective of this paper is to highlight the impact Six Sigma philosophy is having in the field of marketing and the opportunities and challenges thus facing marketing research. Six Sigma concepts are revolutionizing the marketing process and,...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hara Prasad Nanda, Niloy Sanyal

September 22, 2002

Anticipate - don't just react

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible. The new...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bernad Batinic, Andera Gadeib

Company: Dialego AG

September 22, 2002

New consumer marketing

This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Susan Baker, Peter Mouncey

September 22, 2002

A comparison of innovative qualitative research methods

At present only a handful of studies compare online and traditional qualitative techniques. Strategic Marketing Corporation (SMC) and Itracks International, Inc. (Itracks) conducted an original case study to compare face-to-face focus groups with...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: David Bradford, Lisa Kindig

Company: Itracks

September 22, 2002

From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Loula Zaklama, Mohamed Saada

Companies: RadaResearch & Public Relations Company, Procter & Gamble

September 22, 2002

Where do you go to, my lovely?

The paper summarizes personal views about market research on its way from a multinational/ local data provider service towards representing a transnational business insights function.The various fields of current research activities (for a FMCG...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hans-Willi Schroiff, Joseph Borrell

September 22, 2002