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Research papers

Measurement of media intangibles

Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Andre Chudnoff
June 15, 1959
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Citation

Chudnoff, A. (1959a, June 15). Measurement of media intangibles. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/measurement-of-media-intangibles


Research papers

Motivation research applied to political attitudes

The sole purpose of the above example was to demonstrate the fundamental difference existing between investigations of attitudes and investigations of opinions. We believe that the investigation of political attitudes is destined gradually to replace...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Denis Lindon
June 15, 1959
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Citation

Lindon, D. (1959a, June 15). Motivation research applied to political attitudes . ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/motivation-research-applied-to-political-attitudes-


Research papers

Attitude research and international advertising themes

I shall begin by examining the psychological problems which have to be faced by those considering world advertising themes, and review the research that has been done on cultural differences in personality and motivation. This review of academic...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: John A. Downing
June 15, 1959
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Citation

Downing, J. A. (1959a, June 15). Attitude research and international advertising themes. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/attitude-research-and-international-advertising-themes


Research papers

Consensus and cleavage among West European nations on Cold War issues

The question I would like to raise here is how much consensus or agreement has there been on Cold War issues among the peoples of the West European nations. I am not talking about policy-makers in this paper, but about the populations which stand...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Helen Dinerman
June 15, 1959
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Citation

Dinerman, H. (1959a, June 15). Consensus and cleavage among West European nations on Cold War issues. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/consensus-and-cleavage-among-west-european-nations-on-cold-war-issues


Research papers

The co-ordination of international research (French)

This paper is based on the experience gained in commissioning research in, at present, eight different European countries. In addition some knowledge has been acquired of research in other European countries and in some British Dominions and the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Max K. Adler
June 15, 1959
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Citation

Adler, M. K. (1959a, June 15). The co-ordination of international research (French). ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/-the-co-ordination-of-international-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
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Citation

Star, S. A. (1959a, June 15). Determining goals in research. ANA - ESOMAR. Retrieved July 04, 2025, from


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


Research papers

Market research as a tool for prognosis

In order to get a maximum profit from market research it is necessary that the following steps should he carried out: 1. Formulation of a problem in terms amenable for market research? Asking for a high degree of commercial sophistication; 2....

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bareld van der Meer
June 15, 1959
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Citation

van der Meer, B. (1959a, June 15). Market research as a tool for prognosis. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/market-research-as-a-tool-for-prognosis


Research papers

Research in Africa (French)

This report does not pretend to deal fully with the vast subject implied by the title. Africa is an immense and varied continent and psychological and sociological research are at widely differing levels in the different parts. I cannot claim a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Charles Celier
June 15, 1959
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Citation

Celier, C. (1959a, June 15). Research in Africa (French). ANA - ESOMAR. Retrieved July 04, 2025, from


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


Research papers

The "brand image" of the German voter

In the beginning it might be appropriate to comment briefly on the title and topic of my paper. "Brand Image" is a concept very common in advertising arid consumer research. In connection with the "German Voter" it would, in the very strict sense,...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Peter Schmitt
June 15, 1959
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Citation

Schmitt, P. (1959a, June 15). The "brand image" of the German voter. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/the-brand-image-of-the-german-voter