Resources Library by ANA

Six Sigma in marketing and marketing research

The objective of this paper is to highlight the impact Six Sigma philosophy is having in the field of marketing and the opportunities and challenges thus facing marketing research. Six Sigma concepts are revolutionizing the marketing process and,...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hara Prasad Nanda, Niloy Sanyal

September 22, 2002

Advances in category management research

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bill Bean, Stephen P. Needel

Company: PepsiCo

September 22, 2002

From brief-taker to business catalyst

This paper highlights inefficiencies in the current market research process and illustrates, through live case study example, the benefits of adopting a new approach to better leverage the skills of our industry and the value it contributes to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Robyn Wunder, Kristin Hickey

Company: The Leading Edge

September 22, 2002

Crossing the knowledge and corporate boundaries to systematize invention and innovation

The process of corporate innovation is often left to outside consultants and internal/external teams specializing in the invention process. Market researchers are all too often neglected in this process, even though the newly emerging tools of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Jeffrey Ewald, Jacqueline Beckley, Charles E. Cleveland, Teri Curran Mascuch, Howard R. Moskowitz, Laurent Florès

Company: Moskowitz Jacobs Inc.

September 22, 2002

Interpreting the new online advertising effectiveness measures

This paper concerns the new measures of online advertising effectiveness, and seeks to explain what they are, how they came about and how they can be understood in the light of recent advertising theory.

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: Gabriel Hughes

Company: KANTAR TNS Malaysia

June 12, 2002

Pathways to measuring consumer behavior in an age of media convergence

The television medium is in the early stages of re-invention fostered by applications of digital technology, which have the potential to fundamentally change the way brands are marketed as consumers begin interacting with content. As such, tomorrow's...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television

Authors: Stacey Lynn Koerner, David Ernst, Henry Jenkins, Alex Chisholm

June 9, 2002

Research World (June 2002)

The unexpected success of Jean-Marie Le Pen in the first round of France’s recent Presidential election came as a shock for not only the nation’s politicians but its pollsters. As elsewhere, political opinion polling constitutes only a...

Catalogue: Research World 2002

Author: ESOMAR B.V.

June 1, 2002

Quantitative and qualitative study of shopper behaviour in hypermarkets

This article describes the methodology of a purchase behavior observation study, known but little used in Latin American countries, and its applications that helped to categorize management decisions in hypermarkets in Colombia for the direction of...

Catalogue: Latin America 2002

Authors: Napoleón Franco, Juan David Giraldo

Company: Ipsos MRBI

May 12, 2002

Internet youth

This paper illustrates the behavior and feelings of Argentine youth Internet users. Their drivers to connect with the Internet are quite heterogeneous. Time and passion devoted to the Internet varies widely as it happens with subjects of interest,...

Catalogue: Latin America 2002

Author: Norah Schmeichel

May 12, 2002