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Research papers

The use of modelling for public opinion polls

This dissertation aims to propose a methodological approach to apply modelling to public opinion polls in order to favour the process which leads from description to explanation and further to prediction. The inclusion of modelling would also...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Oscar Carrari
June 15, 1999
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Citation

Carrari, O. (1999a, June 15). The use of modelling for public opinion polls. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-use-of-modelling-for-public-opinion-polls


Research papers

The use of modelling for public opinion polls (Spanish)

This dissertation aims to propose a methodological approach to apply modelling to public opinion polls in order to favour the process which leads from description to explanation and further to prediction. The inclusion of modelling would also...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Oscar Carrari
June 15, 1999
×

Citation

Carrari, O. (1999a, June 15). The use of modelling for public opinion polls (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-use-of-modelling-for-public-opinion-polls-spanish-


Research papers

Novel segmentation techniques

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Carlos Quezada Guzman, Emilio Martinic
June 15, 1999
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Citation

Guzman and Martinic (1999a, June 15). Novel segmentation techniques. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/novel-segmentation-techniques


Research papers

Service quality evaluation in the pharmaceutical industry

The use of this methodology allows us to draw' a performance chart of ourselves as well as of competitors identifying the strong cores of services that are to be maintained the weak cores that need to be improved and those others of a more...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Nestor Cohen, Monica Soto
June 15, 1999
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Citation

Cohen and Soto (1999a, June 15). Service quality evaluation in the pharmaceutical industry. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/service-quality-evaluation-in-the-pharmaceutical-industry


Research papers

Marketing in Latin America in the 21st Century

Rapid socio-economic growth in Latin America is accelerating the dynamics of change in consumption marketing and communication. Those involved in marketing are increasingly confronted with a complex and fast-changing reality in which trends habits...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: ESOMAR B.V.
June 15, 1999
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Citation

B.V., E. (1999a, June 15). Marketing in Latin America in the 21st Century. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/marketing-in-latin-america-in-the-21st-century


Research papers

Evaluation of advertising efficiency and effectiveness

This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Eduardo Albornoz Guillen, Patricio Moyano Galdames, Andres Varas del Canto
June 15, 1999
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Citation

Guillen, Galdames and del Canto (1999a, June 15). Evaluation of advertising efficiency and effectiveness. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/evaluation-of-advertising-efficiency-and-effectiveness


Research papers

Quantitative measurement

The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Marco Tapia Ibarra, Cecilia Navarro Alaluf
June 15, 1999
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Citation

Ibarra and Alaluf (1999a, June 15). Quantitative measurement. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/quantitative-measurement


Research papers

Development of new products in global markets

In global markets marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies insofar as it helps understand the various meanings consumption acquires in each cultural context. In...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Monica Kleiman, Arnaldo Bär
June 15, 1999
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Citation

Kleiman and Bär (1999a, June 15). Development of new products in global markets. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/development-of-new-products-in-global-markets


Research papers

Different customer strategies to face the powers of banks (Spanish)

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Vera Aldrighi
June 15, 1999
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Citation

Aldrighi, V. (1999a, June 15). Different customer strategies to face the powers of banks (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/different-customer-strategies-to-face-the-powers-of-banks-spanish-