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Research papers

Market research, marketing decisions and creativity

We believe it is dangerous to set research and creativity against each other, and we think it is equally wrong to omit one of these stages in decision-making.

Catalogue: The European Marketing Research Review 1970
Author: Pierre Bessis
June 15, 1970
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Citation

Bessis, P. (1970a, June 15). Market research, marketing decisions and creativity. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/market-research-marketing-decisions-and-creativity


Research papers

The importance of market segmentation in market research

The aim of market research is to classify the individuals into as homogeneous groups as possible according to their common features in the social structure and according to their consumer orientation and to find out the formation and workings of...

Catalogue: The European Marketing Research Review 1970
Author: Marie Strnadova
June 15, 1970
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Citation

Strnadova, M. (1970a, June 15). The importance of market segmentation in market research. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-importance-of-market-segmentation-in-market-research


Research papers

The myth of the percentage sample

This paper has argued that the sample size necessary in a survey does not primarily depend upon the size of the population from which the sample is to be drawn, but from other factors concerning the basic characteristics of the population and the...

Catalogue: The European Marketing Research Review 1970
Author: P. G. Moore
June 15, 1970
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Citation

Moore, P. G. (1970a, June 15). The myth of the percentage sample. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-myth-of-the-percentage-sample


Research papers

Problems and methods of technical forecasting

The significance of technological forecasting for an individual business lies above all in the designation of 'production-targets' within the framework of a long-term project. By this we mean the positive appointment of possible future areas of...

Catalogue: The European Marketing Research Review 1970
Author: Klaus Brockhoff
June 15, 1970
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Citation

Brockhoff, K. (1970a, June 15). Problems and methods of technical forecasting. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/problems-and-methods-of-technical-forecasting


Research papers

Market segmentation

From the commencement of this seminar the question arose as to how to define the concept segmentation . The definition of concepts seems to me to be a basic duty. Doubtless there is a time when it is unnecessary, or even harmful. Such a case is when...

Catalogue: The European Marketing Research Review 1970
Author: Jacques Durand
June 15, 1970
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Citation

Durand, J. (1970a, June 15). Market segmentation. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/market-segmentation


Research papers

A simulation model of doctors' prescribing behaviour

In recent years there has been growing interest among marketing management in the possibilities of using quantitative techniques as aids to decision making. This interest is reaching epidemic proportions in many industries not least the...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: I. S. Miller
June 15, 1970
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Citation

Miller, I. S. (1970a, June 15). A simulation model of doctors' prescribing behaviour . ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/a-simulation-model-of-doctors-prescribing-behaviour-


Case studies

Segmentation of doctors: A case study

Since this conference is concerned with doctor typology, the emphasis of the paper will be in terms of describing, using one particular case-history as a vehicle, the concepts behind the use of one specific technique (or rather 'duo' of techniques)...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: Ken M.H. Coleman, E. Eastman, R. F. Malcom, Ian Jarvis
June 15, 1970
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Citation

Coleman, Eastman, Malcom and Jarvis (1970a, June 15). Segmentation of doctors: A case study. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/segmentation-of-doctors-a-case-study


Research papers

Stratification of consumption

The object of this paper is to analyse some of the relationships which exist between social status and prestige, on the one hand, and consumers' behaviour, on the other.

Catalogue: The European Marketing Research Review 1970
Author: Gunter Wiswede
June 15, 1970
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Citation

Wiswede, G. (1970a, June 15). Stratification of consumption. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/stratification-of-consumption


Research papers

Observation

To most people "market research" means the concept of questioning by which a picture of the market is built up by representative methods. Even though by far the greatest number of surveys are carried out by means of questionnaires, this is not the...

Catalogue: The European Marketing Research Review 1970
Author: Georg Tolken
June 15, 1970
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Citation

Tolken, G. (1970a, June 15). Observation. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/observation