Resources Library by ANA

The future of research

Qualitative research has at its essence the search for a consumer truth, an insight into behaviour or attitude that will guide the marketer to a product positioning distinctive and relevant enough to cut through the data smog and advertising clutter...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Fiona Jack, Bas Homans

Companies: Green Light International, MARE

September 1, 2000

The Internet and the effects of eCommerce on the brand

This paper presents a forecast of how brands and branding can and will be used in the new converging marketplace of the 21st century. The authors suggest a new model for developing and managing brand relationships will be required. The initial theory...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Don E. Schultz, Heidi F. Schultz

September 1, 2000

How the technological orientation of commercial research organizations relates to measures of business success

This paper presents the findings from a study of 184 professionals from American and multi-national research agencies. The study focuses on the organizational characteristics of the agencies and the degree to which they embrace or avoid the adoption...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: William MacElroy

September 1, 2000

Microsoft

The digital economy is bringing about major changes in customer expectations and behaviour and in the very nature of business. Companies need to respond to these changes in order to compete. This paper looks at the ways in which Microsoft is...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: David Crockett

Company: Microsoft

September 1, 2000

New ways to explore consumer point-of-purchase dynamics

This paper describes recent attempts to use virtual reality components for improving the generation and presentation of experimentally varied tasks in discrete choice analyses. These tasks, particularly in consumer purchase situations, have...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Bernhard Treiber, Stephen P. Needel

September 1, 2000

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Focusing on the consumer, the authors of this paper have developed a framework suggesting how use of the internet with its overtones of levity, privacy, and spontaneity – can affect, and be affected by, personality and mood. The issues examined...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Andy Dexter, David Smith, Joseph Brown

Company: DVL Smith Ltd

September 1, 2000

We have wired the world, but unplugged our brains

This paper looks at the human side of the arrival of new information technology. The authors argue that the market research industry should now explain to the outside world how it is making sense of 21st century marketing information. We believe this...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: David Smith, Andy Dexter, Jonathan Fletcher

Company: DVL Smith Ltd

September 1, 2000

The rise and power of online communities in the network economy

The paper relates to the use and value of business-to-consumer online communities in the network economy. It uses empirical research, such as observation and moderated email groups to understand the value of online communities in building and...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: Alexandra Trabak

September 1, 2000

What makes a website 'sticky'?

Relationship, one-to-one, and permission marketing are just some of the new marketing lexicon terms used to describe online marketing strategies. It appeared to the authors that although these terms were much in evidence, little empirical work had...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Martin Oxley, Jeff Miller

Company: Burke, Inc.

September 1, 2000