Resources Library by ANA

Monitoring the customer base to achieve profitability

This paper deals with profitability enhancement in retail banking. More explicitly we will focus on how banks can gain understanding of customer bases in order to enhance profits. We will argue for proper segmentation approaches, where profitability...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Authors: Mikael Paltschik, Kaj Storbacka

June 15, 1992

A new approach to measuring the customer's relationship with the brand

The paper describes a research tool- the Conversion Model -which is now being widely used in the USA, but is still relatively unknown in Europe. Essentially what the model does is to define the people in any given universe according to their...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Roger S. Parkyn

June 15, 1992

Customer satisfaction management in the banking sector

The purpose of this paper is to discuss the importance of the proper management of Customer Satisfaction, in a sector, such as banking, that has seen enormous development in competition over the past few years. The paper will initially examine one or...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Authors: Patrick G. M. Standen, Stefano M. Castellani

Company: Burke, Inc.

June 15, 1992

Motivating the active-meter panelist

With active meter panels such as Arbitron’s ScanAmerica® service, what contact with panelists is appropriate? Phenomenological psychology, which emphasizes understanding experience as well as behavior, suggests principles of panelist contact....

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Roberta M. McConochie, James D. Peacock

Company: Nielsen

June 15, 1992

Corporations are people too

This paper develops and extends the author’s previous work on a theory of Brand Relationships. Based on the definition of a Brand Relationship as the interaction of the consumer's attitudes with those of the brand, an analytical framework for...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Max Blackston

June 15, 1992

Brands across boundaries

The paper argues for a new research approach to provide more relevant and actionable information about consumer-brand relationships for those concerned with marketing brands on an international scale in the 1990's, It describes a contemporary vision...

Catalogue: Seminar 1990: Countdown to 1992

Authors: Carol Coutts, Richard Auton

June 15, 1990

Multi-cultural strategic qualitative research

One year and a half before SAMSARA’s launch, the French perfume house GUERLAIN asked us to study the project and give information upon which to base strategic choices. We custom-tailored a two-step qualitative investigation, the first about the...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Fulvio Steiner, Olwen H. Wolfe

June 15, 1990

Staying in touch

There are many ways of staying in touch with the consumer. As a researcher, I would have to bring up both quantitative and qualitative research. Clearly, quantitative has a major role in understanding the consumer in a lot of detail. At the same...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Jay Faberman

June 15, 1990

Marie Claire in Italy

Two years after the October 1987 launch of the Italian edition of the women's monthly Marie Claire, product of the collaboration between Arnoldo Mondadori Editore and the French publisher Marie Claire Album (Prouvost Group), the title has, on the one...

Catalogue: Seminar 1990: The Quality Of Media Information

Authors: Luisa Pogliana, Arnaldo Aisa

June 15, 1990