Resources Library by ANA

Conducting representative online research

Conducting representative online market research requires three preconditions: high internet penetration among the survey population; a reliable sampling frame (e.g., an access panel); valid sampling (and weighting) procedures.Based on experiences...

Catalogue: ESOMAR Panel Research Conference 2005

Authors: Mads Stenbjerre, Jens N. Laugesen

April 17, 2005

Charles Schwab web case study

One research challenge is distilling or 'packaging' thousands of hours of data from a long-term ethnographic study to ensure it is clearly communicated, understood, and adopted by their organization. Often this hard-won data (e.g., transcriptions,...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Lisa Bertelsen

February 1, 2005

Segment optimization

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective aspects of segmenting markets to enable the...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Douglas MacLachlan, Michael Mulhern

October 10, 2004

How to measure the asymmetric relationship between attribute-level performance and overall satisfaction?

Measuring the asymmetric impact of attributes on overall satisfaction is a research topic of growing interest. The objective of this paper is to compare the predictive validity of five methods. A two-step methodology is used.First, using the Delphi...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Daniel Ray, David Gotteland, Vanessa Casacci

October 10, 2004

Measuring television viewership through a multi-method approach

This paper describes a multi-method approach for measuring total television viewing of the 2000 NCAA men's basketball tournament by 18-24 year olds. The approach exploits three information sources - the Nielsen Media Research (NMR) national people...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television

Authors: George Terhanian, John Bremer, Randall K. Thomas, Thomas F. Delaney

June 18, 2004

In quest of the Holy Grail

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.It is important that all media types are comparable from OTS...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Authors: Marion Appel, Herman Bos, Lucas Hulsebos

June 16, 2004

Maturity matters

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learned to use the new medium and the range of tools it...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Suzanne Moorey-Denham, Joao Neves, Anthony Romeo

June 14, 2004

Conscious consumption in Brazil

This study resulted from the need to deepen knowledge on reflections and perceptions regarding the consequences of consumption action.Although this action has been thoroughly studied using marketing research techniques, not as much is known...

Catalogue: ESOMAR Responsible Marketing 2004

Authors: Paulo Cidade, Eduardo Schubert, Helio Mattar

Company: GfK

May 11, 2004

Direct measurement of living standards in New Zealand

The paper gives an overview of a series of linked research studies on living standards, carried out in New Zealand over the past four years. The studies were conducted by the authors, aided by other scholars.The paper is in five parts. Following an...

Catalogue: ESOMAR Public Sector Social Research 2004

Authors: John Jensen, Vasantha Krishnan, Matt Spittal

May 9, 2004