Resources Library by ANA

50 ESOMAR

In September 1997 ESOMAR celebrates both its 50th Congress and the start of its 50th anniversary year. This would seem the appropriate time to review the changes that have taken place in the world of marketing research, and the way in which ESOMAR...

Catalogue: ESOMAR Publications

Author: ESOMAR B.V.

September 1, 1998

Plenty of data, but are we doing enough to fill the information gap?

The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Stephen Bairfelt, Fiona Spurgeon

September 1, 1998

Managing the knowledge

What is knowledge? What does one need to know? How is knowledge created? These questions should lead to an answer as to whether knowledge management is just another new term in modern management science or whether knowledge is of value for strategy...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Franz Tessun

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 relationship between market research and competitive intelligence

The paper describes the relationship between market research and competitive intelligence and discusses the evolution of competitive intelligence: the definition the need it fulfills where it evolved and the penetration of the discipline by industry...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Ruth Stanat

Company: SIS International Research

September 1, 1998

Analogue and digital television in Europe measuring change

More than seventy-three million European households receive satellite TV, two million in digital. However development is not consistent and there are marked variations by country. Digital broadcasting is adding an additional complexity to television...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Authors: Thomas Merz, Bruce Roberts

June 15, 1998

The market research agency of the future

The introduction of various internal and external changes in a company leads to new demands being placed on that company’s market research section. Daimler-Benz Aerospace is just one example among a large number of companies operating in the...

Catalogue: The Worldwide Internet Seminar 1998

Author: Thorsten Schwarz

June 15, 1998

The stochastic conditional hierarchy of brand values

This paper proposes a hierarchy of brand values which must be met in order for a brand to be properly positioned in a meaningful long-term and a strategically-competitive manner. These brand values include generic properties functional attributes ...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Martin C. van Herk

June 15, 1998

From pencil to PEN

This paper is about Computer Assisted Personal Interviewing (CAPI) and in particular looks at one technology - the pen computer - and its application and use in the largest market research company in the United Kingdom. The purpose of this paper is...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Bill Blyth, Greg Smith

Company: KANTAR TNS Malaysia

September 1, 1997