Resources Library by ANA

Novel segmentation techniques

Most image studies make use of attributes that attempt to describe the target audience’s perception. However this approach suffers from a clear bias in rationality by limiting the information to what is translatable in verbal terms....

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Carlos Quezada Guzman, Emilio Martinic

June 15, 1999

Service quality evaluation in the pharmaceutical industry

The use of this methodology allows us to draw' a performance chart of ourselves as well as of competitors identifying the strong cores of services that are to be maintained the weak cores that need to be improved and those others of a more...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Nestor Cohen, Monica Soto

June 15, 1999

Marketing in Latin America in the 21st Century

Rapid socio-economic growth in Latin America is accelerating the dynamics of change in consumption marketing and communication. Those involved in marketing are increasingly confronted with a complex and fast-changing reality in which trends habits...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Author: ESOMAR B.V.

June 15, 1999

Online survey of online customers

The objective of this paper is to present the perspective of conducting a full-scale online customer survey on the Internet in this case based on the conditions involving Boxmau. Our aim as market researchers is to present both strategic and...

Catalogue: ESOMAR Net Effects 1999

Authors: Jan Enander, Attila Sajti

June 15, 1999

Proving radio works

This paper illustrates the importance of effective radio advertising research and the dangers associated with using inappropriate research methods.. An effective research method is described using case histories to s how how this has successfully...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Jackie Squires, Andy Carter

June 15, 1999

A test of media effectiveness for Imperial Margarine

This paper describes the use of radio as well as television as an advertising medium and the resulting effect on sales of Imperial Margarine. A television-only market was used as the control. Radio ran at weight levels equal to television in one...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: Sharon Paskowitz, Bill Bennett

Company: Nielsen

June 15, 1999

Development of a radio meter system

Radio Watch is a portable passive radio audience measurement meter with a unique design. Its main feature is to combine the ability to sample the environment whilst simultaneously monitoring radio broadcasts. The matching of this pair of samples...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Authors: John Stockley, Wolfgang Werres

Companies: Ipsos MRBI, Burke, Inc.

June 15, 1999

Using market research in early stages of product development

In April 1999 V1NU Tijdsclirirten (The Netherlands) launched a young women's magazine named One. This launch was preceded by intensive market research. This paper tells the story of the new' magazine and describes the elements of the market research....

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing

Authors: Marielle Luif, Winnie Moltmaker

June 15, 1999

Evaluating how radio station listeners use a radio station

The ratings puzzle has numerous pieces that fit together to complete the picture of how radio station listeners use a radio station. In order to understand the nature of the puzzle the analyst must evaluate each piece of the puzzle independently and...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: Rhody Bosley

June 15, 1999