Resources Library by ANA

Researching the future in the present

This paper defines the future, the current research inadequacy and how it can be overcome for the benefit of our clients, ourselves and the consumer. The primary precept is that we under-utilise our core competence of understanding the consumer, and...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Susan Holder, David Young

September 1, 1997

The use of the Internet for opinion polls

The paper examines current and future Internet usage in Europe. It discusses how the Internet is beginning to be used for data collection in market research and its benefits over other methods. More specifically it shows the results of Internet...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: Pete Comley

September 1, 1997

The information paradox

This paper has two aims: first, to send out a wake up call to us market researchers as a profession. If we don't want to fade into oblivion like the buggy whip,the time to begin a fundamental change of market research is now. And, secondly, to...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Alecia S. Helton

Company: Texas Instruments

June 15, 1997

Online research

This paper gives an overview of the key on-line research techniques that are currently available and how they may be applied in mainstream market research. In addition, it examines the results of a brief survey of leading research organisations in...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?

Author: David Walker

January 1, 1997

Market research in mainland China

Since China started with its economic reforms and its more open policy in 1979 its economy has grown vigorously. The annual gross national product grew enormously and also the per capita gross national product between 1989 and 1994 grew by nearly 9 %...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Ding Yi, Wulf Schlund

November 1, 1996

Relationship marketing= Ethical marketing

The premise of this paper is that relationship marketing should be equated with ethical marketing. That is, ethical concepts are at the root of long term associations between companies. The field of virtue ethics is especially appropriate to this...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Graham Wood, Gene R. Laczniak, Patrick E. Murphy

November 1, 1996

Monitoring customers

This document presents the system of surveys and indicators, in use since 1987 which allows France Telecom to monitor customers on a permanent basis. It then goes on to explain how this set-up mobilises and stimulates operational units. It also...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Jean-Michel Serre, Claude Mariotte, Jacques Antoine

June 15, 1996

The German example

The number of programme providers and of consumers’ access to programmes increased truly dynamic over recent years. Particularly in a European key market such as Germany, this also has major consequences for TV audience research since a high...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Robert Nicklas

Company: GfK

June 15, 1996

Marketing myopia revisited

The paper represents some of the core concepts first put forward by Theodore Levitt in his epochal paper titled Marketing Myopia linking failure of leadership and decline of industry. Using those concepts, this paper tries to profile the response of...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Dhananjayan Kashyap

Company: Unilever

March 1, 1996