Resources Library by ANA

Big talk, small talk

This paper outlines the semiotic/cultural analysis and qualitative research that went towards the creation of British Telecom's high- profile 'It's good to talk' advertising campaign. It charts the development of a culturally complex research and...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Monty Alexander

June 15, 1996

Electronic media research in societies in transition

On a global scale, societies and the mass media are in transition. Is electronic media research keeping abreast with the challenges of these massive changes? At the present time South Africa probably offers a unique case study in change : Both the...

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

Authors: Daan van Vuuren, Anina Maree

June 15, 1996

The variability of audience measurement data and how to live with it

The paper reviews the concept of sampling error applied to various methods of sampling and television panels in particular.Approaches are described for calculating sampling errors in relation to: Programme/Commercial Break Ratings Commercial...

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

Authors: Tony Twyman, Steve Wilcox

June 15, 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

Beyond customer satisfaction

This paper outlines the development of a customer loyalty programme for the residential customers of the major supplier of telecommunications services in New Zealand. The paper considers the business environment and context that prompted the...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Kate Waterhouse, Malcolm Law

June 15, 1996

Brand equity

Several tools and approaches have recently been proposed to evaluate Brand Equity. We do not have a magic number for this measurement, and we believe it is even nonsense trying to identify such a number. On the other hand, we strongly believe that...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Jaime Troiano

June 15, 1996

The developing market of telecommunications

The first part of this paper discusses the perspectives and problems of multimedia market, focusing the difficulty in defining the dimension, the characteristics and trends of this market. The second part describes the difficulty of the market...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Marina Chiaro, Susanna Cesarini, Carlo Santucci, Federico Palazzo, Manuela Murgia

Companies: TIM (Telecom Italia), RQ Ricerche Qualitative

June 15, 1996

Is a process needed?

Most research in telecommunications has focused on tests of technology, not tests of market demand. As a result, key issues such as the competitive frame, consumer needs not met by existing alternatives, and pricing have all gone largely ignored. The...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Murlidhar Rao

June 15, 1996

Price information

This paper will examine some of the reasons for the price diversity in the telecom market, and some of the factors that are driving the operators to keep changing their prices. Price information is becoming more and more important, and different...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Halvor Sannaes

June 15, 1996