Resources Library by ANA

Jambo Africa

The hypothesis of this paper is that current perceptions and practices on conducting market research in third world countries, and Africa specifically, are like putting a square peg into a deep, dark round hole.The result is usually one of two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Jill Barnes, Solveig Shapiro

November 28, 2004

Signs and wonders

The success of semiotics as a research methodology has led to the absorption of some of its key methods into mainstream research (e.g. communication decoding, identifying emergent culture). If it is to have a future, semiotics must consider the role...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Author: Alex Gordon

November 28, 2004

Smashing the mould of qualitative research

Buyers and practitioners the world over are calling for innovation in qualitative research and yet there are definite expectations governing how qualitative research should be conducted.The authors outline the framework or mould that current...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Jem Wallis, Neil Brooks-Jones

November 28, 2004

The end of anonymity as we know it

This paper initiates a discussion about respondent anonymity.Both from the side of the consumer as well as from the client, there are reasons to give the removal of anonymity from respondents some second thoughts. Anonymity is not equal to privacy...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Author: Rob J.F. Does

November 28, 2004

Using market research to measure the effectiveness of outbound telemarketing (OTM)

This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize the efficacy of this important competitive channel.

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Steve Cierpicki, Megan McCarthy

Companies: Colmar Brunton, Telstra

November 7, 2004

Women of Class C

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Andrea Costa, Katia de Freitas Benchimol, Nelsom Marangoni

Company: IBOPE Inteligencia

October 24, 2004

The crossroads for Latin American researchers

Today we find Latin American research companies and researchers at a crossroad: Create value or disappear. Where do we currently stand on the issue? Which strategies are best for what companies? The research market currently shows different frames of...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Author: Jorge García-González

October 24, 2004

Marketing science and market research

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Peter S.H. Leeflang

October 10, 2004

From CS to CRM

Although market research firms strive to be more integral to their client's business process, several fundamental characteristics inherent to the way market research is conducted today represent barriers to this integration.New technologies are...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Vanessa Oshima, Mark Ferris

September 19, 2004