Resources Library by ANA

Three cultures of international marketing

Three considerations of the idea of ‘culture’ interact to question the inevitability of ‘global’ brands. Consumer culture, marketing culture and the national cultural values that underpin decision making all have significant...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Judie Lannon

September 1, 1999

Ad avoidance

The problem with the majority of us involved in marketing is that we think or more accurately want to think that everyone likes advertising. This is probably just human nature as we quite naturally need to believe that the thing we have dedicated...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions

Author: Ivor Hussein

August 1, 1999

Research methods on the web

This paper highlights examples from several online web site survey to illustrate some of the complexities to conduct online research. In particular the paper argues the importance of a strong collaboration between market researchers, legal, costumer...

Catalogue: ESOMAR Net Effects 1999

Author: Caroline Eichman

Company: IBM Corporation

June 15, 1999

Employing individual diaries for radio measuring

This paper considers several issues: whether there is a drop in the total level of radio listening from day one to day seven during a one-week diary; whether the number of stations in a diary influences the total level radio listening; and finally...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: Kristian Arnaa

Company: KANTAR TNS Malaysia

June 15, 1999

CKR FM: The use of marketing research to reposition a radio station

This paper provides a case study of a radio station in Ireland which faced declining listenership and an associated loss of advertising revenue. The station had broadcast successfully from its launch in 1989 to 1996 but the Measure used yesterday...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: Declan Doyle

June 15, 1999

Business-to-business research

In the following paper we will touch on some important aspects of business-to-business research, highlighting in brief the key differential points vis-&-vis consumer research. The focus will be on the specific problems and requirements of research in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Walter Lulay

September 1, 1998

You just do not understand!

For the sake of consistency across markets in today's global environment are we as researchers becoming insensitive to the subtle variations that exist in respondents' understanding and processing of the questions we pose to them? This question is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Sonia Pall, Neerja Wable

September 1, 1998

Government and social research

Research used to describe or understand a situation is the general topic of this section. Government and other social research is embedded into a setting which includes market modelling, brand equity, media audience research, financial research,...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Peter Mohler

September 1, 1998

Customer satisfaction research

All over the world, customer satisfaction has been recognised as an important subject to increase customer loyalty and retention. In each country or culture with freedom of decision customer satisfaction is closely connected with customer loyalty and...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: Christian Hothum, Susanne Spintig

September 1, 1998