Resources Library by ANA

Understanding and optimizing communications and the 'look'

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the...

Catalogue: Asia Pacific 2004

Authors: Barbara Itty, Howard R. Moskowitz, Alex Gofman, Madhu Manchaiah, Jonathan Marcus

Companies: MasterCard, Moskowitz Jacobs Inc.

March 28, 2004

Dynamic package design and optimization in the Internet era

This paper presents a systematic approach using conjoint analysis on the Internet to understand how package design factors drive response. The approach differs from conventional methods because the user can create the study, import the necessary...

Catalogue: ESOMAR Conference 2004: Technovate 2

Authors: Rachel Katz, Howard R. Moskowitz, Alex Gofman, Zhenyu Ma, Madhu Manchaiah

Company: Moskowitz Jacobs Inc.

February 1, 2004

Integrating high-level (expanded conjoint) research to a portal company

With the growth of internet research, new opportunities arise. This paper deals with the case history of a portal company (FreeRide.com), its creation of a research venue, and the use of that venue to facilitate high level research techniques (i.e....

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Howard R. Moskowitz, Ruth Fehr, Alex Gofman, Jordan Stanley, Scott Noble

Company: Moskowitz Jacobs Inc.

September 1, 2000

Research, politics, and the web can mix

This paper presents results of a conjoint measurement study on a political platform. In terms of process, the paper first presents activities needed to take conjoint measurement from a personal interview to the Internet. In terms of results, the...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Authors: Howard R. Moskowitz, Alex Gofman, Prasad Tangaturthy, Madhu Manchaiah, Dorit Cohen

June 15, 2000