Resources Library by ANA

Cracking the crystal ball

Approaches were investigated for forecasting in the developing South African cellular phone market at the aggregate level (market share), and individual level of switching behaviour.While the traditional first order Markov process model was not found...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Craig Kolb, Andrea Rademeyer

Company: Ask Afrika Pty Ltd

November 7, 2004

Using latent class mixture models to develop tomorrow's winning products today

Identifying unmet customer needs is critical for developing breakthrough new products and services. This paper discusses why current market research techniques, especially focus groups and one-on-one interviews, are incapable of identifying unmet...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Author: Albert Fitzgerald

November 7, 2004

Marketing science and market research

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Peter S.H. Leeflang

October 10, 2004

No calibration required

Using data from North America and Western Europe, the authors demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based on the medium the respondent uses (on-line or off-line).This...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Ji-Hoon Dierckx, Greg Rogers

September 19, 2004

Does free choice lead to higher satisfaction?

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set.This paper challenges this logic and investigates the conditions under which consumers are happier...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Ofer Zellermayer

March 1, 2004

Catching consumers by surprise

Category management is mainly applied within food categories. Very few examples can be found of categories that are managed across food and non-food products. Although the role of the shopping environment may be much more important in the buying...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Cees de Bont, Ingrid Moons, Gino De Vooght

September 14, 2003

New Internet-driven choice modeling capabilities for global market research

This paper describes new choice-modeling capabilities that are enabled by Internet interviewing. Choice models implemented by means of "choice-based conjoint" trade-off exercises can now incorporate dynamic elements, such as customization of choice...

Catalogue: ESOMAR Technovate Conference 2003

Authors: David G. Bakken, James N. Nagel

Company: Harris Interactive (Europe)

January 26, 2003

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Joseph Willke

Company: Nielsen

September 22, 2002

Influence of brand positioning on the strengths of premium automotive brands

This paper describes the current situation within the German premium automotive market. It focuses on the contribution of strategic image research to successful brand management. In this context, the paper will reveal how success factors are...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Uwe Ellinghaus, Alexandra Stein

Companies: GfK, BMW Group

March 4, 2002