Resources Library by ANA

Standard demographic classification

ESOMAR has sought ways to help standardise some of the procedures used in market research surveys. This does not in any way imply that we are seeking to treat Europe or any other part of the world as single homogeneous markets. On the contrary, our...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Bryan A. Bates

September 1, 1998

Delivering market knowledge in the dark continent

This paper combines case history material with detail on current innovative techniques used in adapting traditional approaches to retail tracking to the prevailing circumstances in these emerging markets. The author concentrates first on technical...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Michael Wragg

September 1, 1998

ESOMAR Annual Market Study 1997

This report, that covers the 1997 market statistics, is the twelfth annual report published by ESOMAR, is based mainly on information supplied by national market research trade associations, and on estimates provided by ESOMAR National...

Catalogue: Global Market Research

Author: ESOMAR B.V.

September 1, 1998

An experimental cross cultural study in Russia and Spain

If we say that a certain brand may represent the values and lifestyle of an individual or a group of consumers why not extend this idea to include all the brands perceived by society? This paper presents and discusses the findings of an experimental...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Yuri Poletaev, Dimitri Schmitow

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

Designing market research studies

In this chapter, we examine how market researchers set about designing market research studies. Market researchers will rarely be able to pursue their ideal’ design, so it is a process of compromise. Decisions have to be made about what degree...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: David Smith

September 1, 1998

Improving quality in multi-country projects by capturing its heterogeneity

This paper expresses a growing concern over globalisation and new market research demands and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Jorge Lipetz, Mónica S. Markwald, Jorge García-González

Company: Markwald La Madrid & Asociados

September 1, 1998

Perceptual discrepancies

Who among different groups of employees and customers is holding which views about a company and could the fact that they are holding different views be explained by any possible contextual variables? The results from a case study reveal that type...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Harald Djupvik, Gunnhild Bodding

September 1, 1998

The search for knowledge

A combination of growing prosperity and technological advances has brought a vast increase in complexity to many markets. Inevitably this has had a major impact on market research. Many simple techniques which used to work adequately now no longer do...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Stephan Buck

Company: Kantar TNS

September 1, 1998