Resources Library by ANA

Now you see it, now you don't: Quality and the art of graphic data presentation

We are increasingly aware of the need for total quality management approaches in the more process-oriented aspects of market research such as data collection and tabulation. However, the way in which we communicate study findings to clients and the...

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

Authors: Milton Vahue, David Pring

September 1, 1993

Market segmentation research

Segmentation research in the marketing literature is reviewed, focusing on a discussion of proposed bases and methods. Classifications of segmentation bases and of segmentation methods are provided. Segmentation bases are reviewed in terms of their...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Author: Michel Wedel

June 15, 1993

Optimum stimulation level and means-end hierarchies

The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Pierre Valette-Florence, Bernard Rapacchi

June 15, 1993

Artificial intelligence applied to computer aided interviewing

The paper presents a newly developped and implemented system for segmenting respondents 'on the fly' during a computer assisted telephone interview, while at the same time minimizing the number of questions to be asked of the individual respondents....

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Author: Carsten Stig Poulsen

June 15, 1993

A new approach to segmenting markets using rank-ordered preferences

In this paper we present a new heuristic that can be used to cluster ordinal data and highlight application potentials in the area of market segmentation. We prove the metric properties of the proposed heuristic which facilitates its usage as a...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: B. Shekar, M. J. Xavier

June 15, 1993

Data for dialogue

The following, linked, papers argue that representative consumer panels, reflecting actual purchasing behaviour, have a unique role to play in the provision of relevant, actionable information to both the retailers and the manufacturers who wish to...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Authors: Richard Piper, Allan Breese

Company: KANTAR TNS Malaysia

June 15, 1993

Customer driven competitive positioning

This paper describes a sophisticated choice modelling technique for the manipulation of quantative data on customers' needs, expectations, perceptions and values. These feed directly into the development of competitive strategies. Key questions...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Bernard Chudy, Roger Sant

Company: KANTAR TNS Malaysia

June 15, 1993

Qualitative research, quantitative research, interaction, integration and linkage

The paper suggests qualitative research is due for a reappraisal and this should take place in a broad context that considers both qualitative and quantitative research. It discusses qualitative/quantitative distinction and a two-level, six- category...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Peter Sampson

Company: Burke, Inc.

June 15, 1993

Aspects of postmodern reading public

In the western democratic societies of today where mass-produced individualism is prevalent, there is increasing evidence that classical target group segmentation based on sociodemography and conventional typologies, conventional in that they are...

Catalogue: Seminar 1993: Competition In Publishing

Author: Dieter Reigber

June 15, 1993