Resources Library by ANA

Higher added value from marketing research

Today’s European automotive industry places increasing pressure on market researchers to carry out more and better research yet market research budgets are squeezed. This paradox creates an untenable situation. Internal clients are disappointed...

Catalogue: International Automotive Marketing Conference 1998

Author: Joop van der Vegt

June 15, 1998

Linking brand imagery with preference

This paper discusses the relevance of brand image measurement to the current marketing role, and the importance of perfecting suitable measures and analysis procedures for different markets. It is argued that many of the conventional approaches can...

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

Author: Rory P. Morgan

June 15, 1998

The market research agency of the future

The introduction of various internal and external changes in a company leads to new demands being placed on that company’s market research section. Daimler-Benz Aerospace is just one example among a large number of companies operating in the...

Catalogue: The Worldwide Internet Seminar 1998

Author: Thorsten Schwarz

June 15, 1998

The strategic use of telecommunications

Despite technological and regulatory advances telecommunications' strategic role in business is poorly understood. Management attention is excessively focused on reducing telecommunication costs (which rarely account for more than 1% -2% of total...

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

Author: Anthony Newstead

June 15, 1998

Brand valuation in telecommunications

This paper discusses alternative techniques for the valuation of brands and concludes that a brand audit based approach provides the most realistic method of assessment. Brand valuation techniques have been in existence for around ten years. Their...

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

Authors: Tom Blackett, Jane Reeve

June 15, 1998

Viewer satisfaction in broadcasting services

In recent years, television broadcasting in Europe has often been accused low quality, and of providing the audience with a product increasingly lacking in innovation. Much of the resistance to measuring customer satisfaction arose within e world of...

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

Authors: Vittorio Bossi, Domenico loppolo, Luca Ziglioli

Company: Nielsen

June 15, 1998

Customer data survey

This work describes the methodology used in surveying socio- demographic data from customers in the Argentinean telecommunications market. This work reviews the relevance of information within the transformation companies in the Argentinean market;...

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

Author: Horacio Mansilla

June 15, 1998

Paradoxes in cyberspace

The facility that now exists for conducting qualitative research via the Internet raises a number of key questions to which the conventional qualitative response is negative. This paper deals with three such questions viz.:1) can qualitative research...

Catalogue: The Worldwide Internet Seminar 1998

Authors: Ron Beasley, Keith Chapin

Company: ABM Research Inc.

June 15, 1998

A new concept of integrated electronic audience research

Future media research will require: o the provision of high sophisticated information about new media applications (DAB, DVB, Multimedia, other); o tools which are able to monitor media consumption in an environment which becomes more complex - at...

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

Author: Matthias Steinmann

Company: Swiss Broadcasting Corporation

June 15, 1998