Resources Library by ANA

Recognizing the consumer power in the cable TV market in Brazil!

Since 1999, EP-Escritorio de Pesquisa Eugenia Paesani has been working jointly with NET on a project for continuous evaluation of company performance - according to the clients' perception - aiming at the improvement of services rendered by Net and...

Catalogue: Latin America 2003

Authors: Bárbara Corrales, Simone Felisardo

Company: EP - Escritório de Pesquisa Eugênia Paesani

May 4, 2003

See your target audiences in 3D

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in...

Catalogue: Latin America 2003

Author: Macarena Estévez

Company: MindShare

May 4, 2003

Recognizing the consumer power in the cable TV market in Brazil! (Spanish)

Since 1999, EP-Escritorio de Pesquisa Eugenia Paesani has been working jointly with NET on a project for continuous evaluation of company performance - according to the clients' perception - aiming at the improvement of services rendered by Net and...

Catalogue: Latin America 2003

Authors: Bárbara Corrales, Simone Felisardo

Company: EP - Escritório de Pesquisa Eugênia Paesani

May 4, 2003

Stairways of value

This paper proposes a framework for identifying paths to a customer growth and management process designed to nurture customers into prime customers.The analysis results included are based on a customer database from a retail chain, and application...

Catalogue: ESOMAR Technovate Conference 2003

Author: Naoki Takahashi

Company: INTAGE HOLDINGS Inc.

January 26, 2003

Scoring, segmenting and characterizing telecom costumers on the basis of attitudinal loyalty

This paper begins by estimating a composite measure (index) of attitudinal loyalty for customers of a major telecom supplier's ISP services. The index is constructed in such a way as to maximize differentiation amongst respondents. Next it employs...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Authors: Paul Pacholski, Joseph Retzer

Company: Maritz Research

October 20, 2002

Skating on thin ice

Network operators have no claim on the final consumers. The consumer's relationship with the network is channelled through the service provider, and the consumer does not necessarily have to interact with the network.Yet fierce competition exists...

Catalogue: ESOMAR Telecommunications Marketing Conference 2002

Author: Jeanette Deetlefs

October 20, 2002

Catch them young and keep them long

This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated. The paper particularly looks at the way a brand can be built through a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Rohin Malhotra, Joe Michael, Barbie Clarke

September 22, 2002

Brand loyalty among mobile phone users

This paper assesses a method that enables market researchers to provide a comprehensive understanding of what determines consumer loyalty (or absence) in a product category. The proposed approach assumes that the individual characteristics of...

Catalogue: Latin America 2002

Authors: Paulo Luís Gomes Alves, Silvia Aquino

May 12, 2002

The effect of the Internet on convenience goods

This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed. Furthermore, several applications of websites...

Catalogue: Latin America 2002

Authors: Cristóbal Fernández, Claudio Aqueveque

May 12, 2002