Resources Library by ANA

From brilliant to actionable

This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...

Catalogue: Congress 2011: Impact

Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen

Company: In4mation insights

September 18, 2011

Satisfied with your customer analysis methods?

While there has been good progress in the past several years in the conceptualization and understanding of the determinants of satisfaction, analytic methods for understanding customer satisfaction have been stagnant.The authors first review these...

Catalogue: Latin America 2005

Authors: Leopoldo Neira, Steve Cohen

Company: Dichter & Neira

October 23, 2005

Developing an optimal product line using consumer preferences and cost data

Much of the activity of market researchers focuses on understanding the effect of new products on the firm. By researching product acceptance before introduction, manufacturers recognize that careful attention to consumer wants and needs will...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Susan Stoev, Steve Cohen

September 14, 2003

Measuring preference for product benefits across countries

This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces Maximum Difference Scaling, a method that the authors believe is a much more...

Catalogue: Latin America 2003

Authors: Leopoldo Neira, Steve Cohen

Company: SurveyHealthcareGlobus

May 4, 2003

Renewing market segmentation

The intent of this paper is to present researchers with an innovative use of state-of-the-art tools to solve problems that are too often glossed-over. The usual and standard tools and methods of benefit segmentation as practiced by most researchers...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Steve Cohen, Paul Markowitz

September 22, 2002