Resources Library by ANA

Using neural networks to put customer satisfaction data into action

Customer satisfaction analyses often suffer from the fact that it is difficult to compress the large amount of gathered data material into relevant, concrete action recommendations for decision makers, whereby the practical significance and operative...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Klaus Stadtler, Thomas Liehr

Company: Burke, Inc.

September 1, 1997

Research for public relations and communication strategy

This paper describes and illustrates the role of perceptual measurement in the development and implementation of healthcare reform by the Ministry of Health of Turkey. A multi-stage program that collects information from stakeholders such as health...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Hamza Zeytinoglu, Selim Oktar

September 1, 1997

Ask a cyberquestion!

This paper examines the development of the Internet as its relates to marketing and the role of online customer research. It looks at the changing relationship between marketer and customers, the impact of virtual communities, the development of...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Author: David Pring

September 1, 1997

Freeing yourself from the customer satisfaction straightjacket

Growth in companies seeking to determine whether customers are satisfied with products and services is, of course, to be commended. However, many of the customer satisfaction vehicles currently being used have become a straightjacket’ that limit...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: David Smith, Aunia Grogan

Company: DVL Smith Ltd

June 15, 1997

How to cope with sensitive issues in market research

The primary purpose of this paper is to illustrate the implication of sampling, recruitment and respondent interviews when conducting research on ‘sensitive’ topics in the global marketplace. The paper will discuss how cultural...

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Author: Mila C. Montemayor-Orr

June 15, 1997

How to define the target audience with single source scanned data

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish two steps in the process: finding and identifying...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Carole Fagot

June 15, 1997

Efficiency and added value

This paper describes the potential effects of the advent of the “network computer” on computing in quantitative market research. These effects may be expected to be beneficial, both for the activities of data collection and data analysis....

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

Author: Iain MacKay

January 1, 1997

Extending our knowledge of consumers through virtual reality

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth. This paper discusses problems with typical methods of collecting and analyzing...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Authors: Clive Wright, Stephen P. Needel

November 1, 1996

Market intelligence in the vehicle supply chain

The retailing of new motorvehicles is now in the process of major change, as the principles of lean manufacturing are extended to distribution. New supply systems should transform the selling process. Customer information gathered through the...

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

Author: Philip Wade

November 1, 1996