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Research papers

Market research: A new generation on the go

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer insight and enables sound business...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Corinne Rosinski
September 19, 2004

Research papers

A roadmap for developing an integrated, audience-focused, market research-driven organisation

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures employed. Further, market research managers...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Don E. Schultz, David Haigh, Heidi F. Schultz
September 19, 2004

Research papers

Achieving a strategic, integrated approach to corporate reputation measurement

This paper focuses on an integrated and holistic approach to reputation management.This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key studies to deliver strategically significant and...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Raymond Heath
September 19, 2004

Research papers

Blind vision (2004 remix)

Blancmange ... this pop band's 1983 single inspired the title, highlighting the authors' belief that research to be very important - especially in illuminating and aiding better decisions.This 2004 version mixes together two potentially contrasting...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Myles Runham, Darren Noyce
September 19, 2004

Research papers

Market research, accountability, outcome focus and service standards

Market research plays a significant role in the new business practices of the Australian government public sector. This paper summarises the major reinvention of the Australian government public sector since the mid-1980s.It outlines six case studies...

Catalogue: ESOMAR Public Sector Social Research 2004
Authors: Catherine Argall, Natalie Wearne, Peter Bycroft
May 9, 2004

Research papers

Facilitating consumer insight

Over the past five years research has made some giant strides by increasing its impact on business decision making. But what does this mean for the relationship between client researchers and their suppliers? The focus of this paper is a case study...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Authors: Becky Power, Charlotte Webb, Quentin Ashby
Company: GSK
April 18, 2004

Research papers

Reality TV and the growth of ethnographic/qualitative research - coincidence or context?

All research and media exist by definition, like everything else, in context. The cultural shaping of (expectations) of methodologies, presentations, analytics, and values is not a surprise and while it is easy to deride the trivialisation brought...

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004
Author: Neil McPhee
April 18, 2004

Research papers

Marketing research or customer relationship management (CRM)

Marketing research must keep up with the times. The ESOMAR Guideline on Customer Satisfaction Research (September 2003) does not regulate customer satisfaction research within the realms of Customer Relationship Management (CRM). The authors fear...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: J. D. Salters, P. Michaux, A. M.J. Deetlefs, A.L. McLean
March 1, 2004

Research papers

Living 24/7

This paper describes the role of market research in building knowledge as well as a tool to assist in improving company business and profit management. We are living the information age, in which knowledge is considered a company asset and more...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Ana Maria Gotelli Varoli, Dayse Maciel, Fábio Mariano, Haroldo Torres, Renata Cunha, Rony Susskind
Company: Procter & Gamble
September 14, 2003