Resources Library by ANA

Measuring television viewership through a multi-method approach

This paper describes a multi-method approach for measuring total television viewing of the 2000 NCAA men's basketball tournament by 18-24 year olds. The approach exploits three information sources - the Nielsen Media Research (NMR) national people...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: George Terhanian, John Bremer, Randall K. Thomas, Thomas F. Delaney

June 18, 2004

In quest of the Holy Grail

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.It is important that all media types are comparable from OTS...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Authors: Marion Appel, Herman Bos, Lucas Hulsebos

June 16, 2004

Maturity matters

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learned to use the new medium and the range of tools it...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Suzanne Moorey-Denham, Joao Neves, Anthony Romeo

June 14, 2004

Conscious consumption in Brazil

This study resulted from the need to deepen knowledge on reflections and perceptions regarding the consequences of consumption action.Although this action has been thoroughly studied using marketing research techniques, not as much is known...

Catalogue: ESOMAR Responsible Marketing 2004

Authors: Paulo Cidade, Eduardo Schubert, Helio Mattar

Company: GfK

May 11, 2004

Direct measurement of living standards in New Zealand

The paper gives an overview of a series of linked research studies on living standards, carried out in New Zealand over the past four years. The studies were conducted by the authors, aided by other scholars.The paper is in five parts. Following an...

Catalogue: ESOMAR Public Sector Social Research 2004

Authors: John Jensen, Vasantha Krishnan, Matt Spittal

May 9, 2004

Migrating consumer research to public policy

This paper presents an approach to sensitive social issues such as terrorism, genetically modified foods, obesity, etc., using state of the art research typically used among consumers: conjoint measurement and segmentation.Rather than relying on...

Catalogue: ESOMAR Public Sector Social Research 2004

Authors: Hollis Ashman, Howard R. Moskowitz, Ira Teich

Company: Moskowitz Jacobs Inc.

May 9, 2004

Beyond SARS

SARS laid siege to the Greater China region (mainland China, Hong Kong and Taiwan) from late March to June 2003. When the spread of the disease accelerated at the end of March, both the public and governments alike appeared panic-stricken. A major...

Catalogue: Asia Pacific 2004

Author: Wander Meijer

Company: KANTAR TNS Malaysia

March 28, 2004

The impact of low birth rates towards the life stage segmentation model in CRM

The Life Stage segmentation model has been widely used in the area of analytical CRM and target marketing. The model is based on the use of customer demographics data and classifies a business organization's customer database into Life stage...

Catalogue: Asia Pacific 2004

Authors: Andy Kung, Ivy Cheung, Mayer Lam

Company: Ipsos MRBI

March 28, 2004

You can't average Asia

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the responses vary.The data also looks at the impact of gender...

Catalogue: Asia Pacific 2004

Author: Georgia Phillips

Company: Add+Impact International

March 28, 2004