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Research papers

Brand loyalty among mobile phone users

This paper assesses a method that enables market researchers to provide a comprehensive understanding of what determines consumer loyalty (or absence) in a product category. The proposed approach assumes that the individual characteristics of...

Catalogue: Latin America 2002
Authors: Paulo Luís Gomes Alves, Silvia Aquino
May 12, 2002
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Citation

Alves and Aquino (2002a, May 12). Brand loyalty among mobile phone users. ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/brand-loyalty-among-mobile-phone-users


Research papers

Internet users in Argentina, Brazil and Mexico

This paper provides a better understanding of the Latin American Internet market. The relationship between users and Internet in Argentina, Brazil and Mexico has much to do with local culture and habits. Therefore, to attain an in-depth understanding...

Catalogue: Latin America 2002
Authors: Nora D'Alessio, Carola Pradás
May 12, 2002
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Citation

D'Alessio and Pradás (2002a, May 12). Internet users in Argentina, Brazil and Mexico . ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/internet-users-in-argentina-brazil-and-mexico-


Research papers

The effect of the Internet on convenience goods

This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed. Furthermore, several applications of websites...

Catalogue: Latin America 2002
Authors: Cristóbal Fernández, Claudio Aqueveque
May 12, 2002
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Citation

Fernández and Aqueveque (2002a, May 12). The effect of the Internet on convenience goods. ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/the-effect-of-the-internet-on-convenience-goods


Research papers

Establishing the value of a brand

This paper provides a brief overview on the importance of brand valuations and on the nature of brands in terms of their valuation capabilities. It describes the main methodologies available and the key steps to follow in order to adequately valuate...

Catalogue: Latin America 2002
Author: Jorge García-González
May 12, 2002
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Citation

García-González, J. (2002a, May 12). Establishing the value of a brand. ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/establishing-the-value-of-a-brand


Research papers

How many countries are there in one country?

The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.

Catalogue: Latin America 2002
Authors: Fernando Moiguer, Jorge Karol, Marita Soto, Santiago Bargagna, José L. Petris
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
May 12, 2002
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Citation

Moiguer, Karol, Soto, Bargagna and Petris (2002a, May 12). How many countries are there in one country? . ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/how-many-countries-are-there-in-one-country-


Research papers

They are not aliens, though sometimes they might well appear to be (Spanish)

This paper provides a portrait of Argentina today in order to allow outsiders a glimpse of the extreme changes the society is undergoing and its impact on businesses as a result of the Argentinean crisis.

Catalogue: Latin America 2002
Author: Guillermo Oliveto
Company: CCR Group
May 12, 2002
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Citation

Oliveto, G. (2002a, May 12). They are not aliens, though sometimes they might well appear to be (Spanish). ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/they-are-not-aliens-though-sometimes-they-might-well-appear-to-be-spanish-


Research papers

The Holy Grail

This paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; determining viewer loyalty and brand equity toward...

Catalogue: Latin America 2002
Authors: Jesus Rodriguez, Cary J. Nadel
May 12, 2002
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Citation

Rodriguez and Nadel (2002a, May 12). The Holy Grail . ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/the-holy-grail-


Research papers

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Latin America 2002
Authors: Mike Sherman, Sungmi Chung
Company: McKinsey & Company
May 12, 2002
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Citation

Sherman and Chung (2002a, May 12). Can CRM work in emerging markets?. ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/can-crm-work-in-emerging-markets--5859


Research papers

The use of "respondent-based intelligent" surveys in cross-national research

This paper describes the methodological evolution of Ford Motor Company's product quality research in Latin America. It begins with the exporting of the North American model to Latin America. Critical biases and methodological distortions associated...

Catalogue: Latin America 2002
Authors: Marilyn Parrett, Michael Francesco Alioto
Company: RDA Group, INC
May 12, 2002
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Citation

Parrett and Alioto (2002a, May 12). The use of "respondent-based intelligent" surveys in cross-national research . ANA - ESOMAR. Retrieved April 05, 2026, from


https://ana.esomar.org/documents/the-use-of-respondent-based-intelligent-surveys-in-cross-national-research-