Resources Library by ANA

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Paul Feldwick

September 1, 1998

What is in it for me?

The willingness of potential respondents to participate in surveys is obviously a major concern for the market research industry not only in relation to individuals acting in a private capacity but equally in the business-to-business market where...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Karen Riddell

September 1, 1998

Quantification methods

Hayashi’s quantification methods are multivariate analysis techniques dealing with qualitative data, which were developed by Dr. Chikio Hayashi, former Director-General of the Institute of Statistical Mathematics (Tokei-Suri Kenkyuzyo), in the...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Masahiko Sato

September 1, 1998

Attribute life cycle analysis

Marketing research does promote product and service innovation. The key is development of tools and techniques that direct managers to the ‘source’ of emerging customer needs and wants - the kinds of needs and wants that if fulfilled have...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: D. Randall Brandt, Joachim Scharioth

Company: Burke, Inc.

September 1, 1998

Perceptual discrepancies

Who among different groups of employees and customers is holding which views about a company and could the fact that they are holding different views be explained by any possible contextual variables? The results from a case study reveal that type...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Harald Djupvik, Gunnhild Bodding

September 1, 1998

Business-to-business research

In the following paper we will touch on some important aspects of business-to-business research, highlighting in brief the key differential points vis-&-vis consumer research. The focus will be on the specific problems and requirements of research in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Walter Lulay

September 1, 1998

Qualitative research

"Qualitative research is: a) an attempt to capture the sense that lies within, and that structures what we say about what we do; b) an exploration, elaboration and systemisation of the significance of an identified phenomenon; c) the illuminative...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Mary Goodyear

September 1, 1998

Data processing and analysis

This chapter describes the data processing and data analysis stages of the quantitative market research process. These steps follow after data have been collected by interviewers, respondents or via automated registration systems. They are followed...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Niels J. Grommé

September 1, 1998

Multivariate analysis of survey data

A chapter such as this can only scratch the surface in terms of informing the reader what techniques are available, what they do, how they do it, and what are the pitfalls, so it must be seen as purely introductory. Nevertheless, it attempts to...

Catalogue: Consumer Market Research Handbook

Author: Ken Baker

September 1, 1998