Resources Library by ANA

The introduction of the Euro

The introduction of the Euro will create a single currency area with about the size and the economic power of the United States. Beginning 1 January 1999 the Euro is the sole currency for all eleven countries participating in the European Monetary...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Raimund Wildner

Company: GfK

September 1, 1998

Focusing knowledge on the issues

This paper argues that information alone is not enough. Only when meaning is added to information does it become knowledge. Knowledge needs to be stored and accessed by relevant valid constructs in order to be able to say to clients: “the answer...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Jean Mcdougall, Sue Gardiner

Company: KANTAR TNS Malaysia

September 1, 1998

Segmenting the Indian market on life style

This chapter describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on life style...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: Alok Shanker, Anand Singh

September 1, 1998

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Paul Feldwick

September 1, 1998

Pricing research

This present chapter concentrates largely on ad hoc pricing research. Only a brief section on econometrics and simulated test markets is provided. In general, econometric techniques form a quite separate body, which cannot be adequately dealt with in...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Chris Blamires

September 1, 1998

Qualitative research

"Qualitative research is: a) an attempt to capture the sense that lies within, and that structures what we say about what we do; b) an exploration, elaboration and systemisation of the significance of an identified phenomenon; c) the illuminative...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Mary Goodyear

September 1, 1998

What news from the eastern front?

Regular research in twenty ‘non-western’ but ‘new’ European countries helps decision makers at top political levels (European Union parliament) analyse and better understand the opinion of the general public in their respective...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Anna Melich, Mark Hofmans

Company: GfK

September 1, 1998

Sharing knowledge

The purpose of this paper is to focus on the sharing of information between retailers and manufacturers. Over the past five years there has been a revolution in the information that retailers have had at their disposal on which to make business...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Tim S. Bowles, James Brooks, Jean Pierre Gaucher

September 1, 1998

A socio-economic standard system of classification of respondents

Brazil may well be the country with the largest experience of using a uniform socio-economic classification system in the world. It adopted one such system in 1970, as a result of the recommendation proposed by a panel nominated by the National...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Pergentino Mendes de Almeida

September 1, 1998