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Research papers

Targeting customers

Commerce players have a compelling economic incentive to retain customers, because it is more expensive to acquire new customers than it is to retain existing ones. While companies have used a multitude of tactics to foster loyal relationships,...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Phil Dwyer
September 1, 2000

Research papers

National identity

Through a case study approach, the paper shows how analysis of publicly available quantitative data can be combined with original qualitative research to yield insight into marketing issues. Using Australia as a case study, the aim of the paper is to...

Catalogue: Ethnic Marketing 2000
Authors: Scott MacLean, Monica Klimek
July 1, 2000

Research papers

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Howard R. Moskowitz
September 1, 1999

Research papers

Not all JICs (Joint Industry Committees) are created equal

This paper starts with a brief review of the various industry models around the world for organizing television and radio ratings research. The authors discuss the advantages and disadvantages of each approach. Then, using Canada as the context, and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Owen Charlebois, James D. Peacock
October 20, 1998

Research papers

Media research at a TV station

The paper makes the case that many TV stations underuse the opportunities offered by media research. We distinguish research for learning (program department, general management) and research for teaching (sales department). Preferably, both are...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Thomas Neumann
October 20, 1998

Research papers

The evolution of a Latin American audit process

This paper provides a framework for establishing an initial examination process and demonstrates how people from different countries can work together for the improvement of media research.

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: George Ivie, Nick Terlizzi
Company: Ernst and Young Services Pty Ltd
June 15, 1998

Research papers

Matching pictures, matching expectations

This paper describes the Taylor Nelson AGB Picture Matching Technology (PMT) for identifying the program or channel being viewed on a television set. It outlines the structure of a field test conducted in Vancouver, Canada in late 1997/early 1998 to...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Ken Purdye, Owen Charlebois
June 15, 1998

Research papers

The Indian dilemma

Currently there are two national people meter systems being developed in India: a joint venture between the Indian Market Research Bureau (IMRB) and AC Nielsen; and ORG-MARG (The Marketing and Research Group). The joint venture between IMRB and AC...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Authors: Julie Petersen, Tanuka Roy
June 15, 1998

Research papers

Using marketing models for new product development in Asia Pacific

Unilever has actively launched new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Roger M. Brookin, Oscar Schneersohn
June 15, 1998