Resources Library by ANA

Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled. Now the European Union may soon begin testing DTC advertising, but not much consumer research on DTC...

Catalogue: ESOMAR Global Healthcare 2002

Authors: Michelle Castillo, Renee Hopkins

Company: Decision Analyst, Inc.

February 17, 2002

Free content VS. quality?

Publishing high-quality information on the Internet is expensive. The lingering economic difficulties of considerable parts of the Internet sector and the signs of weakness of the advertising industry have given new impetus to the search for new...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Folker Michaelsen, Raimund Wildner

Company: GfK

February 3, 2002

Global market research in the Internet age

The rapid pace of globalization is placing extreme demands on market researchers. Enabling technologies exist to permit market researchers to deliver breakthrough capabilities in terms of understanding customers and consumers while delivering...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Raymond C. Petit, Robert W. Monster

February 3, 2002

A reality check in the Internet age

The Internet: the greatest technological invention of our lifetime or a necessary evil? It has, no doubt, changed the way we do business. How has it changed our personal lives? And, most importantly, what are its true effects on society, on the very...

Catalogue: ESOMAR Net Effects 5 2002

Author: Donna Wydra

February 3, 2002

Sifting through the sands of cyberspace

This paper provides insights related to the attitudes that Arab Internet users hold towards the Internet, their behaviour, and the 'net culture' that seems to be evolving in the Middle East, and is based on data drawn mainly from specially...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Arun Joshi, Koushik Gupta

Company: Nielsen

February 3, 2002

What is webness?

This paper develops semiotic models of the way website communications have appropriated and changed conventional forms of marketing messages. In this sense it offers semiotic analysis as a new (not yet mainstream) technique for assessing web...

Catalogue: ESOMAR Net Effects 5 2002

Author: Virginia Valentine

February 3, 2002

Database marketing research

The world of fact-based consulting has become very crowded of late. While marketing researchers may once have felt like they represented the voice of the consumer in a business world ignorant of true customer needs, marketing research today is but...

Catalogue: ESOMAR Net Effects 5 2002

Author: Andrew Elder

February 3, 2002

Improving Honeywell's market research

Honeywell replaced its international telephone data collection and paper-based tabulation and reporting with blended telephone, online and e-Interviewing data collection and real-time reporting. It did so because the company's Six-Sigma quality...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Karl G. Feld, William K. Stone

February 3, 2002

Innovations in click stream analysis

Clicksteps is a new approach to the analysis of click streams, i.e., the sequences of page views of individual visitors to a site. It is a technique that focuses on the entire sequences, in contrast to the single page oriented focus of current weblog...

Catalogue: ESOMAR Net Effects 5 2002

Authors: Pieter Willems, Paul Oosterveld

February 3, 2002