Resources Library by ANA

Using market research to measure the effectiveness of outbound telemarketing (OTM)

This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize the efficacy of this important competitive channel.

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Authors: Steve Cierpicki, Megan McCarthy

Companies: Colmar Brunton, Telstra

November 7, 2004

Research World (July/August 2004)

The object is to review whether opinion polls are subject to the principal requirements of professional standards and best practices. The review should include the ESOMAR/WAPOR Guide to Opinion Polls (last revised in 1998) and identify which new...

Catalogue: Research World 2004

Author: ESOMAR B.V.

August 1, 2004

Possibilities and impossibilities of standard business-to-business research

The paper shows that standard methods in business-to-business research have a very promising future when one looks at the market developments. It will be made clear, however, that these possibilities are only very short-term and that the marketing...

Catalogue: Seminar 1988: Business To Business Research

Author: Dick Heinhuis

Company: Burke, Inc.

June 15, 1988

A case of telemarketing contribution to success in below-the-line activities

A substantial manufacturing company operating in the difficult food-stuff field had set itself as an objective to expand their distribution beyond their limited regional market. The method employed has been that of a combination of direct marketing...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Roberto Volk

Company: B&C s.r.l.

November 6, 1985