Resources Library by ANA

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

Pulling down the walls of the tower

This paper describes a customer satisfaction programme carried out for Telewest Communication. It focuses on the initial selling of the survey to the internal clients and the communication of the results to the different audiences within Telewest....

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Liz Judson, Alex Johnston

June 15, 1996

EMS, the way ahead

The developments in international business, market structure in general and the organisation of marketing across Europe have changed the conditions of media research. Regional marketing and media planning, crossing borders of European countries and...

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

Authors: Marion Appel, Laura E. Wendt, Belinda Barker, Renee Mitchell

June 15, 1996

Understanding, measuring and using brand equity

This paper reports on the results of a development program aimed at using survey research data to place a financially related value on the consumer based equity of brand images and associations. We will document the empirically derived theories...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Paul Dyson, Andy Farr, Nigel Hollis

Company: KANTAR TNS Malaysia

June 15, 1996

Qualitative marketing research

For quite some time now, marketing researchers found themselves at a distance from the TRUE decision making level of marketing contexts. Now, as the marketing environment becomes increasingly complex, it is evident that the role of the marketing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Marianne de Souza

Company: MSM

December 1, 1995

Sampling

The Research Department of Radio Slovenia has, after twenty years of continuous research into radio listening, stated that the daily amount of radio listening has drastically dropped over the past year. The paper deals with the process of carefully...

Catalogue: Radio Research Symposium 1995

Author: Vida Srot

July 1, 1995

To what extent Japanese mayors are marketing-oriented

Japanese municipalities still lack a full understanding of marketing: to them marketing means developing and promoting regional specialties or going into business with private sector capital and for-profit corporations. In these circumstances, the...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Kazuo Kobayashi

June 15, 1995

DBS channels in Japan

According to the results of Nationwide-Ratings-Survey conducted by NHK in November 1993,19.4% of Japanese households could receive DBS -channels. When NHK began its regular 24 hours-DBS-service with 2 channels in June of 1989 the percentage was only...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Hiroshi Kojima

May 1, 1994

Participants say the darndest things

Media researchers often focus on the need for precise methodological conclusions from large-scale experimental research. In Arbitron's experience, however, many innovations have their roots in a very simple exercise—listening to comments by...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Authors: Thomas W. White, James D. Peacock

Company: Nielsen

May 1, 1994