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Research papers

Management goals and marketing research

The following discussion points out that much research is unusable because it is conducted out of context with marketing problems. This in turn is linked to the historical development of the research function. Re-organization and integration of the...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Alexander L. Bie
Company: Ogilvy
August 1, 1967
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Citation

Bie, A. L. (1967a, August 01). Management goals and marketing research . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/management-goals-and-marketing-research-


Research papers

Introduction of the panel method into industrial market research

GFM-Hamburg has introduced and tested the panel method in entirely different fields and segments of industry during the last years. The results led to deeper and original insights and aids for the thinking, drafting, planning, and acting of...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: J. E. Schwenzner
August 1, 1967
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Citation

Schwenzner, J. E. (1967a, August 01). Introduction of the panel method into industrial market research. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/introduction-of-the-panel-method-into-industrial-market-research


Research papers

Market research in insurance companies

In investigating the market for the services of insurance companies, the problems which market research has to solve are quite different in character from those that arise in industries which market manufactures, whether consumer or investment goods....

Catalogue: The European Marketing Research Review 1967
Author: Rolf Fröhner
August 1, 1967
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Citation

Fröhner, R. (1967a, August 01). Market research in insurance companies. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/market-research-in-insurance-companies


Research papers

Test marketing

The case for test marketing is now widely accepted, and most of us here have been involved in carrying out research for test markets. The risks associated with modern mass marketing are so considerable that manufacturers gladly avail themselves of...

Catalogue: ESOMAR Congress 1966
Author: David Brown
September 1, 1966
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Citation

Brown, D. (1966a, September 01). Test marketing. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/test-marketing


Research papers

Possibilities of test marketing (German)

First of all the term "test marketing" is defined, and it is stated that the majority of all marketing problems can be solved without resort to test market surveys. The first main section deals with the test marketing of existing products. It is...

Catalogue: ESOMAR Congress 1966
Author: Armin Hbger
September 1, 1966
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Citation

Hbger, A. (1966a, September 01). Possibilities of test marketing (German). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/possibilities-of-test-marketing-german-


Research papers

Possibilities of test marketing

First of all the term "test marketing" is defined, and it is stated that the majority of all marketing problems can be solved without resort to test market surveys. The first main section deals with the test marketing of existing products. It is...

Catalogue: ESOMAR Congress 1966
Author: Armin Hbger
September 1, 1966
×

Citation

Hbger, A. (1966a, September 01). Possibilities of test marketing. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/possibilities-of-test-marketing


Research papers

Determining goals in research (French)

If you take even the most casual look at action research, probably two key things stand out about it. First, it usually proceeds with something of an experimental design; and, second, something of a cult has grown up about it. If you go into the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Shirley A. Star
June 15, 1959
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Citation

Star, S. A. (1959a, June 15). Determining goals in research (French). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/determining-goals-in-research-french-


Research papers

Determining goals in research

If you take even the most casual look at action research, probably two key things stand out about it. First, it usually proceeds with something of an experimental design; and, second, something of a cult has grown up about it. If you go into the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Shirley A. Star
June 15, 1959
×

Citation

Star, S. A. (1959a, June 15). Determining goals in research. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/determining-goals-in-research