Resources Library by ANA

A department store CSM study In Chile

The present document studies the advantages and benefits of the Customer Satisfaction Measurement (CSM) studies in a highly competitive market as is the case in the department store sector in Chile. In particular the benefits contributed by the...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Mauricio Ordenes, Ramon Cavieres, Jaime Quezada

June 15, 1999

International marketing on the World Wide Web

This paper describes the transitions in business use of the Internet and the research opportunities this offers. It reviews some the different research techniques currently used including what works and what does not and reviews the results of...

Catalogue: ESOMAR Net Effects 1999

Authors: Ken Sturgeon, Simon Winter

Company: RONIN International

June 15, 1999

Measuring the true value of brands

This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Julie Bevan, Trevor Richards

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

The glaring opportunity for value addition

Strategic market research is the glaring opportunity for value addition for market research - the customer is already in the board room in this era of customer-focused business strategy; the CEO is closely involved in the process of strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Khushi Khanna, Rama Bijapurkar

Company: PepsiCo

September 1, 1998

The effect of computer-assisted interviewing on data quality

We start our review with a taxonomy of different types of computer-assisted interviewing and a discussion of data quality. Next we present a model of the factors that may lead to differences in data quality between computer assisted and traditional...

Catalogue: New Monograph Series Vol.6: Market Research And Information Technology

Authors: D. De Leeuw, Joop J. Hox, Ger Snijkers

August 1, 1998

Managing a portfolio of brands

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands to fully understand the corporate and marketing implications of brand...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Jean-Paul Petitimbert

June 15, 1998

Consumer panels

This paper describes how switching data obtained from consumer panels can be used to understand differences in market dynamics across markets and the implication of this on brand strategy. It also attempts to identify the reason that leads to the...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Arup Bose

June 15, 1998

From a thundering roar to a simpering meow

This paper presents the impact of the economic crisis in Asia (which has been labelled ‘Tiger Economy’) and how it is affecting consumers in Indonesia Malaysia and Philippines in terms of their outlook of life lifestyle and values. Apart...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Sylvia Habulan, Moira Manurung, Ng Lay Choon

Company: Nielsen

June 15, 1998