Resources Library by ANA

The relationship between market research and competitive intelligence

The paper describes the relationship between market research and competitive intelligence and discusses the evolution of competitive intelligence: the definition the need it fulfills where it evolved and the penetration of the discipline by industry...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Ruth Stanat

Company: SIS International Research

September 1, 1998

Knowledge is not power- Shared knowledge is power

Kwoledge management in business circles has steadily increased. Since market research institutes are knowledge-intensive companies gathering and selling information to customers it is vital for these organisations to have access to the right...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Sabine Graumann

Company: Burke, Inc.

September 1, 1998

Using research to improve global marketing

The paper describes how research was used to assist in the development of a relationship marketing programme designed to increase brand awareness and to position British Telecommunications and its family of alliances as a global telecommunications...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Jill Seabrooke, David Spilsbury

June 15, 1998

Brand choice modelling

The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Ian D. Greig

June 15, 1998

A new star is born

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the...

Catalogue: International Automotive Marketing Conference 1998

Authors: Siegfried Högl, Karsten J. Hennig

Company: GfK

June 15, 1998

Higher added value from marketing research

Today’s European automotive industry places increasing pressure on market researchers to carry out more and better research yet market research budgets are squeezed. This paradox creates an untenable situation. Internal clients are disappointed...

Catalogue: International Automotive Marketing Conference 1998

Author: Joop van der Vegt

June 15, 1998

The market research agency of the future

The introduction of various internal and external changes in a company leads to new demands being placed on that company’s market research section. Daimler-Benz Aerospace is just one example among a large number of companies operating in the...

Catalogue: The Worldwide Internet Seminar 1998

Author: Thorsten Schwarz

June 15, 1998

Imagery

This paper describes the adaptation of a new psychological approach which concerns the process of the creation, processing and storage of inner (mental) pictures in the field of market/media research.

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Simone Brecht, Michael Hallemann

September 1, 1997

Forecasters, marketing researchers and marketing managers

Marketing researchers and marketing managers should get closer to the experts in forecasting and scenario planning. We present a review of the key issues in successfully implementing forecasts in an organization, with specific reference to...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Gillian Rice, Essam Mahmoud

September 1, 1997