Resources Library by ANA

When market estimation goes astray

This paper examines the magnitude and key drivers behind purchase intent or adoption over-estimation across three different technology product categories. Overestimation (as a behavioral projection of slightly better known problems such as approval...

Catalogue: ESOMAR Conference on Digital Futures 2005

Authors: Tânia Hojo, Fabián Echegaray, Adriana Cordeiro

Company: Market Analysis

March 1, 2005

Speeding up innovation and squeezing more insights

Innovation research, crucial though it is to the process, takes significant amounts of time and can be a huge momentum killer, requiring four to six weeks for each round of results. When the results are less than hoped for, there is little or no time...

Catalogue: ESOMAR Conference 2005: Innovate!

Author: John Kearon

Company: BrainJuicer

February 27, 2005

Charles Schwab web case study

One research challenge is distilling or 'packaging' thousands of hours of data from a long-term ethnographic study to ensure it is clearly communicated, understood, and adopted by their organization. Often this hard-won data (e.g., transcriptions,...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Lisa Bertelsen

February 1, 2005

Research World (February 2005)

Is the respondent disappearing? For some years now, non-response has been a major cause of concern for market researchers. And those people who are still prepared to co-operate in research, i.e. the respondents, are being converted into...

Catalogue: Research World 2005

Author: ESOMAR B.V.

February 1, 2005

Using market research to measure the effectiveness of outbound telemarketing (OTM)

This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize the efficacy of this important competitive channel.

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Steve Cierpicki, Megan McCarthy

Companies: Colmar Brunton, Telstra

November 7, 2004

Means-end chains analysis online

Means-end chain analysis has gained a lot of popularity in recent years both in academic research and in practice. However, the approach has also met quite some criticism, both at the theoretical and at the methodological level.This paper contributes...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Morten Schroder, Suzanne Beckmann

Company: Wilke Research

October 10, 2004

Hunting B2B technology innovations

Developing innovative applications for existing data sources and techniques is the hallmark of good research organizations. Researchers and strategists optimize their investment in data and methodological expertise when they effectively repurpose...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: R. Scott Evans, Anne P. Bartlett

September 19, 2004

Becoming a preferred employer

This paper reports a case history where an employee loyalty measurement programme contributes to the strategic direction as well as tactical needs of Compass Group, the world's tenth largest employer.It demonstrates how a close partnership between...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Melanie Hipperson Jugdev, Jane Maxwell

September 19, 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