Resources Library by ANA

The bridge between market research and competitive intelligence

This paper gives an overview of some approaches of competitive intelligence followed by the description of a Competitive Intelligence Tracking System (CITS) as implemented in various French industrial groups. A precise presentation of the different...

Catalogue: Seminar 1999: Market and Competitive Intelligence

Author: Francis Jakobiak

March 1, 1999

A global approach to marketing mix optimisation

This paper demonstrates consumption-oriented forecasting techniques to explain the influence of individual economic fields relevant to the purchase decision on the marketing mix variables of a company. New statistical methods have been developed to...

Catalogue: Seminar 1999: Market and Competitive Intelligence

Authors: Bernd Schantz, Rudolf Lewandowski

March 1, 1999

Brand valuation in telecommunications

This paper discusses alternative techniques for the valuation of brands and concludes that a brand audit based approach provides the most realistic method of assessment. Brand valuation techniques have been in existence for around ten years. Their...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Tom Blackett, Jane Reeve

June 15, 1998

Kidscope

Kidscope provides a rapid response to the need for knowledge and understanding of children and their behaviour. The project monitors trends and looks at the ways these changes will alter the lives of kids now and in the future. In addition the study...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Karen Fraser

October 22, 1997

The Internet and the future of advertising

This paper is a general postulation of the Internet as the newest medium of advertising. It discusses brief comparisons to traditional forms of advertising and the expected role of the Internet in the future. In addition, it exerts the importance of...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry

Author: Barry Salzman

June 15, 1997

The next millennium

This paper reviews the impact of new technologies in the research process over the past five years and the incoming new technologies up to the next millennium. The main focus, the effect of speech-to-text Voice Recognition technology - upon the...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?

Author: Sarah Bonner

January 1, 1997

IT in customer service

This paper presents the adoption of information technology in Customer Service and its verification through the application of an adapted Guttman scale. The Scalogram analysis is a validity test of a hierarchical scale for the functionality and...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Christine Domegan

November 1, 1996

Information technology

This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Cor N. Molenaar, Frans W. Plat, Janny C. Hoekstra, Peter S.H. Leeflang

Company: Ogilvy

November 1, 1996

Negotiating China's first advertising law

This paper will argue that there is an opportunity for China market researchers, and perhaps researchers elsewhere in Asia, to incorporate an understanding of the new advertising law into their advertising pre-testing methodologies and...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia

Author: James Chadwick

November 1, 1996