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Research papers

Market research

Present day competition forces firms to keep in constant touch with market investigations. The market is presented as something unknown and heterogeneous. In it are intermingled qualitative factors (such as tastes, habits) and quantitative factors...

Catalogue: The European Marketing Research Review 1970
Author: Luis A. Gonzales Rodrigo
June 15, 1970
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Citation

Rodrigo, L. A. (1970a, June 15). Market research. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/market-research-720


Research papers

Practical consideration in market research

The aim of the paper is to summarise considerations and some precautions which would help best to evaluate the problems and the practical exercise in market research.

Catalogue: The European Marketing Research Review 1970
Author: Renzo Butazzi
June 15, 1970
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Citation

Butazzi, R. (1970a, June 15). Practical consideration in market research. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/practical-consideration-in-market-research


Research papers

The role of marketing research in the pharmaceutical industry

The Marketing Research function in a multinational pharmaceutical company really divides itself into two major sectors: 1. Studies of local markets, which must be conducted in each individual country. 2. Studies of world trends, which must be carried...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: Alberta R. Edwards
June 15, 1970
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Citation

Edwards, A. R. (1970a, June 15). The role of marketing research in the pharmaceutical industry . ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/the-role-of-marketing-research-in-the-pharmaceutical-industry-


Research papers

Market research, marketing decisions and creativity

We believe it is dangerous to set research and creativity against each other, and we think it is equally wrong to omit one of these stages in decision-making.

Catalogue: The European Marketing Research Review 1970
Author: Pierre Bessis
June 15, 1970
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Citation

Bessis, P. (1970a, June 15). Market research, marketing decisions and creativity. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/market-research-marketing-decisions-and-creativity


Research papers

The importance of market segmentation in market research

The aim of market research is to classify the individuals into as homogeneous groups as possible according to their common features in the social structure and according to their consumer orientation and to find out the formation and workings of...

Catalogue: The European Marketing Research Review 1970
Author: Marie Strnadova
June 15, 1970
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Citation

Strnadova, M. (1970a, June 15). The importance of market segmentation in market research. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/the-importance-of-market-segmentation-in-market-research


Research papers

The myth of the percentage sample

This paper has argued that the sample size necessary in a survey does not primarily depend upon the size of the population from which the sample is to be drawn, but from other factors concerning the basic characteristics of the population and the...

Catalogue: The European Marketing Research Review 1970
Author: P. G. Moore
June 15, 1970
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Citation

Moore, P. G. (1970a, June 15). The myth of the percentage sample. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/the-myth-of-the-percentage-sample


Research papers

Problems and methods of technical forecasting

The significance of technological forecasting for an individual business lies above all in the designation of 'production-targets' within the framework of a long-term project. By this we mean the positive appointment of possible future areas of...

Catalogue: The European Marketing Research Review 1970
Author: Klaus Brockhoff
June 15, 1970
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Citation

Brockhoff, K. (1970a, June 15). Problems and methods of technical forecasting. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/problems-and-methods-of-technical-forecasting


Research papers

Market segmentation

From the commencement of this seminar the question arose as to how to define the concept segmentation . The definition of concepts seems to me to be a basic duty. Doubtless there is a time when it is unnecessary, or even harmful. Such a case is when...

Catalogue: The European Marketing Research Review 1970
Author: Jacques Durand
June 15, 1970
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Citation

Durand, J. (1970a, June 15). Market segmentation. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/market-segmentation


Research papers

A simulation model of doctors' prescribing behaviour

In recent years there has been growing interest among marketing management in the possibilities of using quantitative techniques as aids to decision making. This interest is reaching epidemic proportions in many industries not least the...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: I. S. Miller
June 15, 1970
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Citation

Miller, I. S. (1970a, June 15). A simulation model of doctors' prescribing behaviour . ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/a-simulation-model-of-doctors-prescribing-behaviour-