This work shows that nuclear data and neutron flux parameters can be applied to calculate directly the elemental concentrations. Techniques for extracting neutron flux parameters pertaining to the irradiation positions and nuclear data pertaining to the isotopes concerned from measured reaction rates have been previously developed. This method is compared to the comparator and relative methods of activation analysis. The principles, advantages and disadvantages of each method and sources of errors are discussed. It also briefly discusses other factors such as accuracy and precision, sensitivity, detection limits and limit of quantitative determination. The three methods are applied to the analysis of five environmental reference materials. The concentrations of more than 20 elements are determined. The results show a good agreement with the certified and/or literature values.