Resources Library by ANA

Designing market research studies

In this chapter, we examine how market researchers set about designing market research studies. Market researchers will rarely be able to pursue their ideal’ design, so it is a process of compromise. Decisions have to be made about what degree...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: David Smith

September 1, 1998

Improving quality in multi-country projects by capturing its heterogeneity

This paper expresses a growing concern over globalisation and new market research demands and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Jorge Lipetz, Mónica S. Markwald, Jorge García-González

Company: Markwald La Madrid & Asociados

September 1, 1998

Plenty of data, but are we doing enough to fill the information gap?

The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Stephen Bairfelt, Fiona Spurgeon

September 1, 1998

Sampling in Asia

The term Asia is used here in a restricted sense to include the countries from India to the Pacific, bounded in the north by China, South Korea and Japan and in the south by Indonesia. This region contains approximately 2.7 billion people, about a...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Trevor Sharot

September 1, 1998

Questionnarie design

In order to clarify our thinking about questionnaire design, it will be helpful to break down the issues associated with it into distinct groupings. A useful four way classification of these groups is as follows: a) meeting research objectives b)...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: Sharon Miller, Graham Read

September 1, 1998

The introduction of the Euro

The introduction of the Euro will create a single currency area with about the size and the economic power of the United States. Beginning 1 January 1999 the Euro is the sole currency for all eleven countries participating in the European Monetary...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Raimund Wildner

Company: GfK

September 1, 1998

Pricing research

This present chapter concentrates largely on ad hoc pricing research. Only a brief section on econometrics and simulated test markets is provided. In general, econometric techniques form a quite separate body, which cannot be adequately dealt with in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Chris Blamires

September 1, 1998

The debate continues but the emphasis is more about 'quality'

The Monograph will try to explain what is meant by 'quality' and how it may be achieved and improved upon. Its contributors argue that to achieve real quality requires discipline - in the design, execution, analysis, interpretation and presentation...

Catalogue: New Monograph Series Vol.4: Qualitative Research

Author: Peter Sampson

January 1, 1998

A qualitative futurescape

The theme of this paper is that qualitative research, as it travels through the world exploring new terrain, is now in serious danger of falling into a foul smelling swamp and remaining stuck there. There are, however, challenging peaks to climb...

Catalogue: New Monograph Series Vol.4: Qualitative Research

Author: Wendy Gordon

January 1, 1998