Resources Library by ANA

Monitoring customers

This document presents the system of surveys and indicators, in use since 1987 which allows France Telecom to monitor customers on a permanent basis. It then goes on to explain how this set-up mobilises and stimulates operational units. It also...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Jean-Michel Serre, Claude Mariotte, Jacques Antoine

June 15, 1996

Evaluating commercial communication effectiveness

The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Carlos Harding

Company: Ipsos MRBI

June 15, 1995

Good quality for better quantity

Structured and systematic monitoring of the competition is increasingly becoming a key means of assuring a company's success. While the collection and processing of relevant data is still relatively easy, analysis and interpretation of relevant...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Author: Holger Paulsen

June 1, 1995

The function and positioning of the market researcher regarding total quality programmes in Brazil

The objective of this paper is to discuss the challenge of the Total Quality Programmes for the market researcher. The philosophy of quality managing started to develop in Brazil in the late 1980's, following the track of world-wide trends. The...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Author: Maria Aparecida J.S. Schoenacker

May 1, 1995

Let's take a new look at brand image measurement

The measurement and monitoring of brand image is a major requirement of marketing management and a major preoccupation among market researchers. It has been for almost fifty years. The ways in which brand image is measured have not changed much in...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Author: Peter Sampson

Companies: Burke, Inc.,

September 1, 1994

New cultural maps for the 90's

RISC is monitoring social change in most developed countries in the world to service multi-national marketing operators and institutions. A yearly survey on 2.500 people by country provides a regular evaluation of the social and consumer trends that...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation

Authors: Larry Hasson, Michel Ladet

Company: RISC S.A.

September 1, 1994

Mystery shopping it volume products making the channel accountable

The paper will introduce some of the major marketing issues facing vendors of IT hardware and software. An increasingly competitive market environment is forcing such companies to consider the following key questions: What is the best mix of channels...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Authors: Jeffrey Peel, Alex Johnston

June 15, 1994

Quality methods, quality results!

For over thirty years, the U.S. Committee on Nationwide Television Audience Measurement (CONTAM) has engaged in methodological research. Its purpose has been to understand and improve television audience measurement, in order to increase the...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994

Author: Nicholas P. Schiavone

May 1, 1994

Staff research and total quality management

This paper essentially covers two specific areas: The first half, by virtue of two Case Studies, looks at employee surveys conducted within a Total Quality context. The second looks at findings of staff research making comparisons across different...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Author: Ruth McNeil

September 1, 1993