Resources Library by ANA

Some problems in multi-country advertising research

In this paper I will describe two multi-country advertising research studies which have been carried out by my company during the past three years. These studies have highlighted a number of problems and have taught us some lessons about how to...

Catalogue: Seminar 1971: Multi-Country Research

Author: Peter A. Rusby

Company: ESSO

June 15, 1971

Report-back from working group II

Our group felt that in the papers given at the Seminar too much emphasis has been put on the evaluation of below-the-line activities. Our second point concerned the subject of market segmentation. We would like to know how to go about tracing people,...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Janny N. Lok

June 15, 1971

Attitude measurement and behaviour prediction in market research using a priori psychological models of consumer behaviour

This paper reviews the evidence, from social psychology and market research, for the suggestion that from a knowledge of an individual’s attitudes, the individual's behaviour can be predicted. It looks at psychologists' and market researchers'...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Peter Sampson

June 15, 1971

Comments on subsidiary papers in Fishbein section

The author comments some of the main points raised in the papers on Fishbein Theory.

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Mary Tuck

June 15, 1971

Self-completion questionnaires (Part I)

Self-completion questionnaires are a basic and much-used tool of the market researcher. Their great attraction is that by avoiding the need to employ a force of trained interviewers they considerably reduce the costs of undertaking a survey. This...

Catalogue: The European Marketing Research Review 1971

Author: John Nolan

June 15, 1971

Report-back from working group IV

There was considerable comment from Group IV arising from discussion with the speakers. But most of it can be condensed under these three headings: 1. Trade; 2. The operational question; 3. Consumer models.

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Robin T. J. Tuck

June 15, 1971

Conceptual and mathematical models in belief and attitude research

After a brief discussion of the concepts of attitude and belief the paper goes on to outline some of the difficulties in measuring them. Reference is then made to some empirical findings which must be taken into account in developing concepts. A...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Len J. Marchant

June 15, 1971

Choice of media in Eastern Europe

The paper covers five "planned economy" countries. While significant differences exist among these countries, the considerations that justify the investigation of the choice of media on a regional basis, apply to them equally. Due to the relatively...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Károly Ravasz

June 15, 1971

The computer and marketing information systems

The existence of the computer influences conceptually as well operationally the design of a marketing information system (MIS) and the application of a MIS the computer mostly is the centre in which all the computer techniques are integrated. This...

Catalogue: The European Marketing Research Review 1971

Author: Jan Ten Sijthoff

June 15, 1971