Resources Library by ANA

Killing the golden goose

This paper explores the relationship between the research industry and its primary source of data the general public. Drawing on evidence from a variety of sources the paper suggests that to ensure that we obtain and continue to obtain high...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Michael Warren

September 1, 1998

Market research

Knowledge is an important corporate asset and yet the development of a knowledge based infrastructure is a relatively new business practice. This paper argues that such an important new development should be business-led rather than IT-led yet...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: David Holmes

September 1, 1998

Modelling with neural nets

This paper describes an operational model used within the scope of a budget process for a warranty extension product. The model is built on a database containing a record of the costs incurred with several thousand vehicles over a period of five...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Pierre Marie Windal, Nathalie Gouenard, Christine Oneto

September 1, 1998

The future- predictable or otherwise

The thesis of this paper is that senior executives in most companies (if the major pharmaceutical companies are a fair indicator of corporate management) have little incentive to anticipate the long term let alone act upon it. Any paralysis toward...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Stephen Godwin

Company: KANTAR TNS Malaysia

September 1, 1998

The introduction of the Euro

The introduction of the Euro will create a single currency area with about the size and the economic power of the United States. Beginning 1 January 1999 the Euro is the sole currency for all eleven countries participating in the European Monetary...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Raimund Wildner

Company: GfK

September 1, 1998

Focusing knowledge on the issues

This paper argues that information alone is not enough. Only when meaning is added to information does it become knowledge. Knowledge needs to be stored and accessed by relevant valid constructs in order to be able to say to clients: “the answer...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Jean Mcdougall, Sue Gardiner

Company: KANTAR TNS Malaysia

September 1, 1998

Segmenting the Indian market on life style

This chapter describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on life style...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: Alok Shanker, Anand Singh

September 1, 1998

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Paul Feldwick

September 1, 1998

Pricing research

This present chapter concentrates largely on ad hoc pricing research. Only a brief section on econometrics and simulated test markets is provided. In general, econometric techniques form a quite separate body, which cannot be adequately dealt with in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Chris Blamires

September 1, 1998