Resources Library by ANA

Penitentiary population in the state of Sao Paulo

The project reported in this paper addresses the drama experienced by a population carved from a fierce process of social exclusion and strives for understanding the individual nature of this populace. Likewise, it provides those responsible for...

Catalogue: Latin America 2003

Authors: Rosa L. Moyses, Vania Bartalini, Raul França Filho, Luis Pilli

Company: LARC Pesquisa de Marketing

May 4, 2003

Measuring preference for product benefits across countries

This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces Maximum Difference Scaling, a method that the authors believe is a much more...

Catalogue: Latin America 2003

Authors: Leopoldo Neira, Steve Cohen

Company: SurveyHealthcareGlobus

May 4, 2003

Socio-economic levels

The paper describes the use and limitations of local socio-economic classifications in Latin America, most notably the inability to use these definitions for cross-country, regional and sub-regional comparisons. The creation of pan-regional services...

Catalogue: Latin America 2003

Author: Jimena Urquijo

May 4, 2003

Calibrating new products for generation Y automotive consumers with emerging market realities

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S....

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Aziz Ucmakli, Kevin M. Joostema

March 30, 2003

Segmentation beyond cultural boundaries

Although the use of market segmentation analysis is standard research practice in the United States and Europe, many researchers experience difficulty when applying the same methodology to research in other cultures. Market segmentation can be...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Mila C. Montemayor-Orr

February 23, 2003

Targeting doctors in the Middle East - Is it just a mirage?

This paper will review the segmentation, classification and targeting of doctors within the context of overall promotional activity in the Middle East. Using Saudi Arabia as a specific example, it will discuss current methods and examine their...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Jim Ryan

February 23, 2003

Using physicians to provide a patient needs-based segmentation

This paper describes how to segment a patient market for pharmaceutical products 'through the eyes of physicians.' Using an innovative card sorting technique, physicians can rate emotional, clinical and lifestyle-related needs of a group of real...

Catalogue: ESOMAR Global Healthcare Conference 2003

Author: Kelly Sterk

February 23, 2003

Is this art or science?

When referring to segmentation most experienced researchers think of factor and cluster analysis. In conducting ad-hoc factor or cluster analysis a great deal of subjectivity (and creativity) flows into the 'equation' in terms of selecting the 'best'...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Michael A. Michalis, Izabella Jaskolska

Company: Ipsos MRBI

February 23, 2003

Segment changes

In a market of China's size and growth, segmentation is not only essential to the healthcare industry for understanding and strategy planning, but allows monitoring and measurement of the significant cultural and economic changes that are occurring...

Catalogue: ESOMAR Global Healthcare Conference 2003

Authors: Geoff Minter, Simona Salinger

Company: The Minter Group

February 23, 2003