Resources Library by ANA

Here today, here tomorrow

Historically, brand building has not been a high priority for many wholesale banks. However, in today’s increasingly congested banking environment, it is becoming more and more important for banks to differentiate themselves from the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Christof Buri, Andrew Findlay

September 1, 1996

ISO 9000

This paper describes the motivating factors of a large and a small sized research firm in becoming ISO 9000 certified. It provides a short introduction of the basic aim, requirements and misunderstandings about the ISO 9000 standard. Different ways...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Uwe Bliesch, Christian Hothum

Companies: Burke, Inc., L+H AutomobilConsult GmbH

September 1, 1996

New product development

This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development. The paper is divided into two parts. The first part asserts the advertising agency's planning function...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Axel Schmidt, Marc Sasserath

September 1, 1996

How fit is fittest?

This paper documents the changing role of brands over the past fifty years. Originally created to individualize products, brands began instead to individualize people, culminating today with megabrands competing with other megabrands for a larger and...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Hazel Kahan

September 1, 1996

Brand loyalty

Brand loyalty is a familiar behavioural measure but there appears to be no valid, general attitudinal measure to allow us to track the loyalty drivers and the consequences for loyalty of our product and communications testing. We define loyalty as a...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Ian D. Greig

September 1, 1996

Direct marketing and market research

Communication with customers has moved away from mass media and now the growth of direct marketing presents new challenges to market research. Some traditional market researchers show a reluctance to recognise and embrace the changes this implies....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Tony Cowling, Peter Dray

Company: KANTAR TNS Malaysia

September 1, 1996

Time as a factor of quality of life

To be under stress, to be short of time, to be late - these are all typical expressions in modern society. We envy - and despise - those who live on Indian time, who have not any time concept, who do not know what punctuality means, and so on....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Rudolf Bretschneider

Company: GfK

September 1, 1996

Developing a new way to monitor opinion in Europe

This paper covers the development of the Continuous Tracking Survey (CTS), a new instrument created for the European Commission to monitor public opinion in the European Union. The survey is carried out continuously using CATI and CAPI in the fifteen...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Karlheinz Reif, Roland Cayrol, Jenny Turtle

Company: CSA

September 1, 1996

Segmenting consumers world-wide

This paper presents two case histories showing how world-wide segmentation of consumers aids in new product development. The segmentation approach was originally used with sensory analysis of products, but has been expanded to concepts on a...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Howard R. Moskowitz

September 1, 1996