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Research papers

Connecting with consumers

The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to clearly establish priorities of marketing investment....

Catalogue: Worldwide Multi Media Measurement 2006
Authors: Neerja Wable, Shivkumar Moulee
Company: KANTAR TNS Malaysia
June 4, 2006

Research papers

Advertising in Asia

Asia continues to grow in stature and significance. With over half the world's population residing in the region, recent economic indicators suggest a shift in balance of global power as well. As advertising continues to dominate share of...

Catalogue: Congress 2005: Making A Difference
Authors: Neerja Wable, Shivkumar Moulee
Company: KANTAR TNS Malaysia
September 21, 2005

Research papers

Constant surveillance

This paper focuses on aspects of Qualitative Research, where it has played the role of Sherlock Holmes to dig deep into consumer context and generated options to crack barriers and deliver new insights.It is based on the premise that Qualitative...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Neerja Wable, Sharmila Das, Anand Verdhan Sinha, Harjyoti Ghai
Company: IMRB International
November 10, 2002

Research papers

Through revolving doors

It is a well-established fact that with maturing product categories and hyperactivity in the marketplace, a marketer needs to constantly evaluate the product’s position and offer relevant and unique consumer benefits. This is achieved either...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Neerja Wable, Sharmila Das, Harjyoti Ghai, Rajan Bhalla
October 28, 2001

Research papers

You just do not understand!

For the sake of consistency across markets in today's global environment are we as researchers becoming insensitive to the subtle variations that exist in respondents' understanding and processing of the questions we pose to them? This question is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Sonia Pall, Neerja Wable
September 1, 1998

Research papers

The perfect fit- Model, script, and the cultural ethos

With an increasing globalisation of brands, there is a need to communicate similar brand images and values to consumers all over the world. While this is necessary, it is also important to recognise, understand and interpret the cultural context of...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Authors: Shruti Sharma, Neerja Wable
November 1, 1997