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Research papers

Agitative market research as a guide in developing new products (German)

The attitude of the marketing people to market research fluctuates along with the business barometer. Market research is something of a whipping-boy: in moments of optimism, it is praised and asked to do more than it can, in periods of gloom it is...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Peter Zernisch
June 15, 1972
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Citation

Zernisch, P. (1972a, June 15). Agitative market research as a guide in developing new products (German). ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/agitative-market-research-as-a-guide-in-developing-new-products-german-


Research papers

Aspects of international panel market research in the agricultural sector

Since the 19th century very extensive structural changes have taken place in agriculture, and these are once more of increasing current importance due to the question of economic regions. But not only this development makes the elaboration of data...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: M. Bourgnon
June 15, 1972
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Citation

Bourgnon, M. (1972a, June 15). Aspects of international panel market research in the agricultural sector. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/aspects-of-international-panel-market-research-in-the-agricultural-sector


Research papers

Market researchers in Europe

ESOMAR has carried out a survey of the scope and the organisation of market researchers in Europe. This was not a field survey, which, on grounds of cost, could not be contemplated, but a series of interviews by experts. The experts were ESOMAR's...

Catalogue: The European Marketing Research Review 1972
Author: Werner Wyss
June 15, 1972
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Citation

Wyss, W. (1972a, June 15). Market researchers in Europe. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/market-researchers-in-europe


Research papers

The distributor: Partner or customer? (French)

From investigation of a specific case, the changes in relations between the firm Manufacture Metallurgique de Tournus and the distribution trade, the paper will try to show that most of these complaints can be traced back to discrepancies between : -...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: M. Philippe
June 15, 1972
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Citation

Philippe, M. (1972a, June 15). The distributor: Partner or customer? (French). ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/the-distributor-partner-or-customer-french-


Research papers

A general summary of the types of panels in use, their common characteristics and some of the technical considerations involved in their operation

In opening the Seminar on Panels this paper is designed to provide a general view on the types of Panel operations currently in use, and some of the technical considerations on which efficient Panel running depends. It also considers some aspects of...

Catalogue: Seminar 1972: Panels
Author: John Parfitt
June 15, 1972
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Citation

Parfitt, J. (1972a, June 15). A general summary of the types of panels in use, their common characteristics and some of the technical considerations involved in their operation. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/a-general-summary-of-the-types-of-panels-in-use-their-common-characteristics-and-some-of-the-technical-considerations-involved-in-their-operation


Research papers

Market research now has to be on a European scale

The need for research in Europe could thus fall into one (or a combination) of the following clearly defined important groups. A. Single country projects in order to establish first of all if there is a potential market in the country and possibly...

Catalogue: The European Marketing Research Review 1972
Author: Nicholas M. Rubashow
June 15, 1972
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Citation

Rubashow, N. M. (1972a, June 15). Market research now has to be on a European scale. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/market-research-now-has-to-be-on-a-european-scale


Research papers

Advertising and promotional policy and research on its effectiveness

This talk is not meant merely for scientific research people, but rather for planners In marketing and in publicity. It shows the development of an advertising and promotional policy for a newspaper and what part market research plays in it. The...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Basilio Riesco
June 15, 1972
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Citation

Riesco, B. (1972a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness--895


Research papers

Assessment of customer profiles, attitudes and opinions

This paper sets out to describe ways in which the standard market research techniques of personal interview and self-completion questionnaire (both postal and personally distributed) can provide valuable data for operational and marketing management...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Marion E. Wertheim
June 15, 1972
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Citation

Wertheim, M. E. (1972a, June 15). Assessment of customer profiles, attitudes and opinions. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/assessment-of-customer-profiles-attitudes-and-opinions


Research papers

Classifying consumers in the 1970s

Classification is a core issue in market segmentation. Through the use of relevant criteria, manufacturers are enabled to assess whether or not particular markets are better treated as homogeneous or, rather, as composed of a heterogeneous collection...

Catalogue: Seminar 1972: Segmentation And Typology
Author: J. A. Lunn
June 15, 1972
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Citation

Lunn, J. A. (1972a, June 15). Classifying consumers in the 1970s. ANA - ESOMAR. Retrieved October 17, 2025, from


https://ana.esomar.org/documents/classifying-consumers-in-the-1970s