Resources Library by ANA

Cracking the crystal ball

Approaches were investigated for forecasting in the developing South African cellular phone market at the aggregate level (market share), and individual level of switching behaviour.While the traditional first order Markov process model was not found...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Craig Kolb, Andrea Rademeyer

Company: Ask Afrika Pty Ltd

November 7, 2004

No calibration required

Using data from North America and Western Europe, the authors demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based on the medium the respondent uses (on-line or off-line).This...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Ji-Hoon Dierckx, Greg Rogers

September 19, 2004

Can audiences of new or existing programmes be predicted reliably?

Programme Ratings, both actual and forecasted, are the trading currency of the TV industry and therefore the key piece of information that any operator involved in the TV business is mostly interested in analysing.This paper describes the work that...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: Andrea Armellini, Cesare Malara, Sacha Monotti

June 18, 2004

Research World (December 2003)

Predictions have a habit of coming back to haunt those who get it wrong. Still, discussions with five of the big market research players reveal surprising unanimity about industry growth forecasts (between 2% and 4% worldwide), views on how clients...

Catalogue: Research World 2003

Author: ESOMAR B.V.

December 15, 2003

Brand equity 2010

The author recently conducted an online survey to better understand the views of U.S. and U.K. media and marketing research professionals as they relate to the quality and salience of research resources they use in making day-to-day media selection,...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Author: Craig T. Gugel

December 3, 2003

Research World (July 2003)

For the fifth year in a row the once robust US market for commercial market, media and public opinion research growth rate declined, with 2002 increasing 2.4%, or just 0.8% after inflation. But 2003 seems to hold a little promise.

Catalogue: Research World 2003

Author: ESOMAR B.V.

July 1, 2003

The need for better consumer research to improve new technology forecasts

There is great interest in the development of television technologies such as PVRs, VOD and Interactive TV. Forecasting the consumer response to these new technologies should take the recent history of technology forecasting into account in order to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television

Author: Horst Stipp

June 17, 2003

Where do you go to, my lovely?

The paper summarizes personal views about market research on its way from a multinational/ local data provider service towards representing a transnational business insights function.The various fields of current research activities (for a FMCG...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hans-Willi Schroiff, Joseph Borrell

September 22, 2002

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Joseph Willke

Company: Nielsen

September 22, 2002