Resources Library by ANA

Truth beyond common beliefs

The deduction of partial utilities within conjoint analyses is based on the assumption that people maximise their utility (homo oeconomicus). This assumption is contradicted by a broad swathe of empirical findings which have demonstrated that people...

Catalogue: Congress 2008: Frontiers

Author: Florian Bauer

Company: IRIS Network

September 26, 2008

Dancing with inspiration

The brand challenge is to be attractive enough to be noticed on the dance floor and then to invite, inspire and at best create a dynamic relationship where brand and consumer become dance partners.This presentation depicts how a consumer-connected...

Catalogue: Congress 2007: Excellence

Authors: Natascha Haehling von Lanzenauer, Elisabeth Vorwerk, Claudia Antoni

Company: Happy Thinking People

September 19, 2007

Research alchemy

This presentation examines the challenges involved in making excessive amounts of often disparate information relevant and practical to senior management.It illustrates a process for bringing together the worlds of qualitative, quantitative and...

Catalogue: Congress 2007: Excellence

Authors: Carl Nagle, Helen Williams, Kristin Hickey

Company: The Leading Edge

September 19, 2007

Electronic word-of-mouth

The Internet enables customers to obtain electronic Word-of-Mouth from other customers.This paper illustrates a qualitative research project to identify customer motives for reading other customers' online articulations from online consumer opinion...

Catalogue: Congress 2006: Foresight

Authors: Jamie Burton, Marwan Khammash, Katherine Allan

September 17, 2006

Cognitive neuroscience, marketing and research

This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research...

Catalogue: Congress 2006: Foresight

Authors: Jane Raymond, Graham Page

September 17, 2006

Maximum difference scaling for a more refined insight in consumer preferences

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it actually just another method?The authors applied the...

Catalogue: Innovate 2006

Authors: Maureen Bannik, Frank Berkers

Company: SKIM

May 10, 2006

Putting products in the program

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product's integration into the program narrative. The study measured...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Paul Street, Mark Husak, Robert Dilworth, Julian Lai

Company: MindShare

June 21, 2005

Up to speed

The paper presents a history of how MasterCard, its member banks and MJI have collaborated in Asia Pacific to identify new business opportunities in credit cards, using conjoint measurement as the basic foundation for generating and qualifying...

Catalogue: Asia Pacific 2005

Authors: Howard R. Moskowitz, Alex Gofman, Zhenyu Ma, Jonathan Marcus

Companies: MasterCard, Moskowitz Jacobs Inc.

March 13, 2005

Cultural differences in consumer decision making

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers.The authors focus on two methods with theoretical foundations in consumer...

Catalogue: Asia Pacific 2005

Authors: David G. Bakken, Vincent G. Breglio

Company: Harris Interactive (Europe)

March 13, 2005