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Research papers

A communication audit

The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse,...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Yves Krief
January 1, 1987
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Citation

Krief, Y. (1987a, January 01). A communication audit . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/a-communication-audit-


Research papers

An alternative viewpoint to the 'new' qualitative research

The discussion about ethics is probably a red-herring. It is difficult to damn an approach to qualitative research following the report of a marriage breaking up through participation in a ‘sensitivity’ group, only one of many group...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Peter Sampson
January 1, 1987
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Citation

Sampson, P. (1987a, January 01). An alternative viewpoint to the 'new' qualitative research . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/an-alternative-viewpoint-to-the-new-qualitative-research-


Research papers

The 'new' qualitative research: The reasons why?

This section contains, first, an introduction to the subject by Peter Cooper. There follows edited versions of three of the five papers from the 1984E.S.O.M.A.R. Rome Congress.

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Peter Cooper
January 1, 1987
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Citation

Cooper, P. (1987a, January 01). The 'new' qualitative research: The reasons why?. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-new-qualitative-research-the-reasons-why-


Research papers

Print media research

This chapter is concerned with research into print media in the sense of newspapers and magazines, whether aimed at a wide, general audience or a narrower, more specialised one. This introductory section comprises, first, a brief review of the...

Catalogue: Consumer Market Research Handbook
Author: Michael M. Brown
August 1, 1986
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Citation

Brown, M. M. (1986a, August 01). Print media research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/print-media-research


Research papers

Radio, outdoor and cinema research

The attention of the media researcher is not unnaturally concentrated on the two main advertising media. Relatively little attention is given in the UK to the cinema, radio and posters as subjects for audience research, and the reasons are not hard...

Catalogue: Consumer Market Research Handbook
Author: Frank Teer
August 1, 1986
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Citation

Teer, F. (1986a, August 01). Radio, outdoor and cinema research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/radio-outdoor-and-cinema-research


Research papers

Omnibus surveys

Omnibus surveys are in very widespread use within the market research industry and have become a well-established, valuable and cost-effective means of conducting market research surveys. This chapter explains briefly what omnibus surveys are and how...

Catalogue: Consumer Market Research Handbook
Author: Richard Davies
August 1, 1986
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Citation

Davies, R. (1986a, August 01). Omnibus surveys. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/omnibus-surveys


Research papers

Questionnaire design

This chapter is mainly concerned with the design of structured questionnaires for use in face-to-face interviews. It does not deal with the development of guides for depth interviewing nor with the problems of questionnaires for special populations,...

Catalogue: Consumer Market Research Handbook
Author: J. Marton-Williams
August 1, 1986
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Citation

Marton-Williams, J. (1986a, August 01). Questionnaire design. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/questionnaire-design


Research papers

Research on ‘below the line’ expenditure

This chapter deals with the contribution of research, both in the planning and evaluation, of ‘below the line’ activity. Any definition of ‘below the line’ assumes a false dichotomy since many promotions are dependent on media...

Catalogue: Consumer Market Research Handbook
Author: Martin Simmons
August 1, 1986
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Citation

Simmons, M. (1986a, August 01). Research on ‘below the line’ expenditure. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/research-on-below-the-line-expenditure


Research papers

Desk research

The chapter is split into two sections: the first dealing with the uses and practices of desk research - what is desk research, what it can do, who undertakes it and in what circumstances; the second covering the all-important question of sources of...

Catalogue: Consumer Market Research Handbook
Author: Nigel Newson-Smith
August 1, 1986
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Citation

Newson-Smith, N. (1986a, August 01). Desk research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/desk-research