Resources Library by ANA

Online panels require expertise and knowledge far beyond the traditional market research skill set

This paper details how online panels require input from many disciplines outside normal market research practice and, most interestingly, involves what, to many, is the antithesis of market research, namely direct marketing.The paper solely refers to...

Catalogue: ESOMAR Panel Research Conference 2005

Authors: Alexander Braun, Chris Whittle

April 17, 2005

Creativity on tap

Organisations that lack creativity will fail. Traditionally new product ideas have come from many sources both within an organisation, e.g. management brainstorming, or from outside the organisation through traditional marketing research techniques...

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Clive Nancarrow, Jenny Clark, Lex Higgins, Martin Oxley

Company: KANTAR TNS Malaysia

February 27, 2005

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

Cross media optimization

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Author: Rex Briggs

June 16, 2004

IMC evolution

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'.This paper provides evidence of an increased...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Authors: Lynne Eagle, Philip Kitchen

June 16, 2004

Low response and purchase rates in the automotive industry

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Johannes Ruhland, Wendy Gersten

March 1, 2004

Don't cut off the hand that feeds you

This paper shows how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand building activities. It also shows how impact of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Andy Farr

Company: KANTAR TNS Malaysia

September 14, 2003

Do you know what's driving your brand?

One of the on-going frustrations marketers have expressed about brand tracking research is 'given these results, what action should I take?' In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Joseph Plummer, J. David Phillips

Company: Microsoft

June 18, 2003

New consumer marketing

This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Susan Baker, Peter Mouncey

September 22, 2002