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Research papers

In retrospect... Lessons learned

This paper provides the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line.By now the study has become an ongoing process to identify how market...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Dirk Huisman
September 19, 2004
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Citation

Huisman, D. (2004a, September 19). In retrospect... Lessons learned. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/in-retrospect-lessons-learned


Research papers

Consolidating the role of market research in business decision by extending our skill set into business consultancy

This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality of information-based decision-making.By extending...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: David Smith
September 19, 2004
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Citation

Smith, D. (2004a, September 19). Consolidating the role of market research in business decision by extending our skill set into business consultancy. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/consolidating-the-role-of-market-research-in-business-decision-by-extending-our-skill-set-into-business-consultancy


Research papers

Driving automotive sales: Audience medium valuation (AMV)

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly effective metric with which media planners, brand...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Robert Passikoff, Charlene Weisler
September 19, 2004
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Citation

Passikoff and Weisler (2004a, September 19). Driving automotive sales: Audience medium valuation (AMV). ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/driving-automotive-sales-audience-medium-valuation-amv-


Research papers

The ROI imperative

There are no 'silver bullets' in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any specific ROI tools or methods.New findings from 135...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Bart Moore, Dee Allsop
September 19, 2004
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Citation

Moore and Allsop (2004a, September 19). The ROI imperative. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-roi-imperative


Research papers

Perceptions of research in Latin America

We are facing a scenario in transition, in Latin America.What is becoming more important in our activity? What is becoming irrelevant? What is expected from market research? Are we fulfilling the current needs of the clients? In what direction is the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Ney Luiz Silva, Nelsom Marangoni
September 19, 2004
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Citation

Silva and Marangoni (2004a, September 19). Perceptions of research in Latin America. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/perceptions-of-research-in-latin-america


Research papers

The importance of integrating the research supplier into the client's team, for optimum value

Competition among businesses is becoming fiercer and the stakes are getting higher. This competition has been accentuated by fewer barriers to entry for new competitors, increasingly thinner margins for many companies, and the increased reliance on...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Brian Fine, Serdar Avsar
September 19, 2004
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Citation

Fine and Avsar (2004a, September 19). The importance of integrating the research supplier into the client's team, for optimum value. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-importance-of-integrating-the-research-supplier-into-the-client-s-team-for-optimum-value


Research papers

Give research a chance

This paper examines the nature of marketing communications and the research mechanism allied to this area, and suggests that the essence of effective communications/communicating is seldom practiced by either marketeers or many researchers, in spite...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Author: Neil McPhee
September 19, 2004
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Citation

McPhee, N. (2004a, September 19). Give research a chance. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/give-research-a-chance


Research papers

Becoming a preferred employer

This paper reports a case history where an employee loyalty measurement programme contributes to the strategic direction as well as tactical needs of Compass Group, the world's tenth largest employer.It demonstrates how a close partnership between...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Melanie Hipperson Jugdev, Jane Maxwell
September 19, 2004
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Citation

Jugdev and Maxwell (2004a, September 19). Becoming a preferred employer. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/becoming-a-preferred-employer


Research papers

Development and implementation of the commercial performance audit

For their eventual performance, many organisations rely hugely on the way in which client contact takes shape, i.e. on the shop floor, with a crucial role for the shop floor employee.Does the shop floor employee seize every opportunity to offer...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Wilfred Kik, Leo van Doorn
September 19, 2004
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Citation

Kik and van Doorn (2004a, September 19). Development and implementation of the commercial performance audit. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/development-and-implementation-of-the-commercial-performance-audit