Resources Library by ANA

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

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

Quantitative and qualitative study of shopper behaviour in hypermarkets

This article describes the methodology of a purchase behavior observation study, known but little used in Latin American countries, and its applications that helped to categorize management decisions in hypermarkets in Colombia for the direction of...

Catalogue: Latin America 2002

Authors: Napoleón Franco, Juan David Giraldo

Company: Ipsos MRBI

May 12, 2002

Travelpass

Travelpass is a customer loyalty programme developed in Argentina and based on a cobranding card integrated by four main shareholders companies: Shell, Banco de Galicia, Telecom and Supermercados Norte, and other twelve companies among different...

Catalogue: Latin America 2002

Author: María del Rosario Bruera

May 12, 2002

A new retail format, a new way of building relationships

The paper describes the process of development of a new supermarket chain in Argentina - Plaza VEA - for an international retail company. This paper describes a methodology building process, oriented towards solving - simultaneously and in real time...

Catalogue: Latin America 2002

Authors: Paula Magariños, Marita Soto, Fabian Czajka, Anibal Pérez Echeverría, Fernando Moiguer

Company: Compañia de Negocios Moiguer

May 12, 2002

The emergence of single marketing

This paper summarizes the preliminary results of a recent study conducted with the objective of supplying new themes for our debate on the female gender, providing deeper information on the thought process and actions of women in our time. The study...

Catalogue: Latin America 2002

Author: Oriana Monarca White

May 12, 2002

Reckitt Benckiser Brazil

This paper describes the internal process undertaken by Reckitt Benckiser Brazil in order to achieve their goal, as a socially responsible organization, to attracts, maintain and motivate superior talent, adapt rapidly to changing environment, fully...

Catalogue: Latin America 2002

Authors: Mário Mattos, Antonio C. Werneck

May 12, 2002

The customer satisfaction measurement and listening revolution

This paper addresses the CRM experience of Orange France, a mobile phone service provider, in assessing the customer care experience of its 18 million customers. Within a highly competitive market, French customers increasingly consider that price,...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Jean-Paul Dayan, Gérard Bon, Laurent Depond

March 17, 2002

Email, chat lines, newsgroups

Email, chat lines, newsgroups, and forums are the new ways by which people increasingly interact. In this paper a methodology is presented to extract and measure the intangible elements of a relationship, as feelings and opinions, otherwise...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Author: Alessandro Zanasi

March 17, 2002