Resources Library by ANA

Marketing science and market research

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Peter S.H. Leeflang

October 10, 2004

No calibration required

Using data from North America and Western Europe, the authors demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based on the medium the respondent uses (on-line or off-line).This...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Ji-Hoon Dierckx, Greg Rogers

September 19, 2004

Does free choice lead to higher satisfaction?

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set.This paper challenges this logic and investigates the conditions under which consumers are happier...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Author: Ofer Zellermayer

March 1, 2004

Catching consumers by surprise

Category management is mainly applied within food categories. Very few examples can be found of categories that are managed across food and non-food products. Although the role of the shopping environment may be much more important in the buying...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Cees de Bont, Ingrid Moons, Gino De Vooght

September 14, 2003

New Internet-driven choice modeling capabilities for global market research

This paper describes new choice-modeling capabilities that are enabled by Internet interviewing. Choice models implemented by means of "choice-based conjoint" trade-off exercises can now incorporate dynamic elements, such as customization of choice...

Catalogue: ESOMAR Technovate Conference 2003

Authors: David G. Bakken, James N. Nagel

Company: Harris Interactive (Europe)

January 26, 2003

The future of simulated test markets

The changes occurring in new product marketing and business management that will require significant changes to Simulated Test Market (STM) models are addressed. Specifically, current STM models are not well suited for the future marketing world of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Joseph Willke

Company: Nielsen

September 22, 2002

Influence of brand positioning on the strengths of premium automotive brands

This paper describes the current situation within the German premium automotive market. It focuses on the contribution of strategic image research to successful brand management. In this context, the paper will reveal how success factors are...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Uwe Ellinghaus, Alexandra Stein

Companies: GfK, BMW Group

March 4, 2002

Advanced propulsion and alternatively fueled vehicles

This paper highlights the unique challenges faced by automotive manufacturers as they attempt to market some advanced propulsion technologies, such as hybrid-electric powertrains while simultaneously developing more far term technologies, such as...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Andrew Grant, Scott Miller

March 4, 2002

Towards a new paradigm

This paper describes the use of easy, fast, cost-effective research that an automobile dealership network can use on a regular basis to obtain knowledge from the consumer that will help ongoing marketing programs. The approach uses segmentation based...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Howard R. Moskowitz, Philip Moore

Company: Moskowitz Jacobs Inc.

March 4, 2002