Resources Library by ANA

From 'gizmo geeks' to 'toy freaks'

This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstede’s cultural dimensions to understand consumer mindsets and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Dipen Mehta

June 15, 1998

Getting those respondents involved!

Because of the large sample sizes, the variety of market conditions, and the variety of methods used by Arbitron in syndicated audience measurement in the United States, the authors have had a rich opportunity to conduct rigorous experimentation in...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Authors: David Lapovsky, Robert H. Patchen

Company: Nielsen

June 15, 1998

Re-establishing the bond of brands and advertising with consumers

Spanish consumers and manufacturers are showing signs of a mismatch regarding needs and expectations from brands and advertising. During the spring of 1971 Inner Research conducted research applying a qualitative methodology to the brand issue....

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Adolfo Estrella Cabrera, Enrique Domingo de Bias

June 15, 1998

Should Melrose place be relocated?

This research examines television programme rescheduling to maximise total ratings for one network across a week. Respondents read these re scheduled programme schedules and choose the network to watch during prime time. Only a small but informative...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Peter J. Danaher

June 15, 1998

A lesson for the European Monetary Union?

China, with 1.2 billion people and 300 million television households, is fast becoming one of the largest advertising markets in the world. In early 1996 China had approximately 107 different television ratings surveys and there was little hope of...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Author: Justin Cahill

Company: KANTAR TNS Malaysia

June 15, 1998

Advanced VS. traditional market research techniques

It is not always possible to apply the traditional market research techniques used in the consumer goods sector to the field of telecommunications because the mere concept of a new product/service is not capable of exactly conveying the perception...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Author: Maria Vittoria Santoni

June 15, 1998

Brand choice modelling

The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Ian D. Greig

June 15, 1998

Identifying, tracking and targeting viewer segments

The authors utilized the Nielsen Quadrant Segmentation System to create audience analysis tool that evaluates television network programming strategy by day part, such that the four segmentations of the Nickelodeon audience are isolated for on-going...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends

Authors: Bruce Friend, Bill Engel

Company: Viacom International Media Networks

June 15, 1998

The do's and don'ts of Internet interviewing

The objective of this paper is to share current best practice in the area of the Internet interview. In particular the paper aims to draw together experiences from Europe and the United States. The paper reviews the history of Internet interviewing...

Catalogue: The Worldwide Internet Seminar 1998

Authors: Ray Poynter, Karlan Witt

June 15, 1998