Resources Library by ANA

The effectiveness of customer satisfaction measurements

This paper illustrates the evolution of the dealership training for Ford of Mexico with the global customer satisfaction program, Customer Viewpoint. Ford of Mexico evolved from communicating research results to integrating a battery of highly...

Catalogue: Latin America 2005

Authors: Jorge Cherbosque, Leopold Zuniga Hernandez, Angela Momney

Company: RDA Group, INC

October 23, 2005

How old is your consideration set?

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead to the hypothesis that product preference should depend on the consumers age when the product was launched. It should be maximal for consumers...

Catalogue: ESOMAR Conference On Age 2005

Authors: Gilles Laurent, Raphaelle Lambert-Pandraud

January 30, 2005

Using customer-based ideation to drive new product development

This paper demonstrates how companies charged with new product development can use an effective, low-cost, qualitative market research methodology to drive the development of new, market-driven products.Most companies face the challenge of developing...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Mark Silverberg, Jim Thomas

November 28, 2004

Mapping the customer's mind

The authors attempt to understand and access the respondents inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Michael Francesco Alioto

Company: RDA Group, INC

October 10, 2004

Driving automotive sales: Audience medium valuation (AMV)

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly effective metric with which media planners, brand...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Robert Passikoff, Charlene Weisler

September 19, 2004

VAI experience in LATAM

This paper describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited.Obviously the application of the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Antonio Miranda

June 14, 2004

Automobile dealer distribution model

This paper develops an automobile dealer distribution model taking into consideration the unbalance in economic base and comprehensive strength among the 266 regional major cities in China.Using the different automobile-consumption policy orientation...

Catalogue: Asia Pacific 2004

Authors: Mingzhu Qi, Lin Lei

Company: KANTAR TNS Malaysia

March 28, 2004

Does free choice lead to higher satisfaction?

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set.This paper challenges this logic and investigates the conditions under which consumers are happier...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Ofer Zellermayer

March 1, 2004

Low response and purchase rates in the automotive industry

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Johannes Ruhland, Wendy Gersten

March 1, 2004