Resources Library by ANA

Meaningful rather than measurable customer satisfaction

This paper describes the actionability of a range of Customer Satisfaction measurement techniques which have been developed specifically to provide data which can genuinely sustain quality of service improvement programmes.

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: David Jamieson

Company: KANTAR TNS Malaysia

March 1, 1996

Brand equity

The success of some of the dominant consumer brands in the Middle East market has to a large degree been achieved through nurturing their brand values in a manner that is consistent with the traditions and cultures of its people. This has been...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Eleni Nicholas, Nassim Ghrayeb

March 1, 1996

A stimulating challenge

Qualitative research in the Arab speaking countries is a new development in a relatively young industry. The rich and diverse cultural and historical heritage of the region presents a stimulating task for the market researcher. This paper is an...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Haifa Abbas

Company: Martpoint Marketing Research Consultants

March 1, 1996

A home grown brand

This paper looks at the development of a new brand in the consumer electronics durables field, Aftron, using brand equity research as a starting point. It examines the reasons for the development of the brand, the research used to understand the...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Jerry Cregan, Sanjay Badhe

March 1, 1996

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Yasser Omar, Shashikala Halve

Company: PepsiCo

March 1, 1996

Video insight

Video Insight is a technique which was developed to adapt qualitative research techniques to local cultures in the Middle East. It is believed that this technique does not only offer a higher level of depth, insight and feel for products and...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Mansour El-Ganady Allaf, Mansour El-Ganady

March 1, 1996

Brand fitness

The objectives of our paper are to: 1. introduce the concept of brand fitness, 2. substantiate the essential role of research in fitness measurement, and 3. exemplify the use of a research technique that is an integral part of this measurement. Brand...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Harout Krikorian, Lance de Masi

March 1, 1996

Diagnostic and predictive advertising pre-testing

The paper starts with examining the needs of marketing and advertising practitioners in the region from advertising pre-testing. This is done through in-depth interviews conducted by the author with a few leading professionals in the advertising...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Ravi Miglani

March 1, 1996