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Research papers

The art of asking 'why'

It is a common misconception to view motivational (or qualitative) research as a special brand of market research. But, primarily, it is not a special branch of knowledge or methodology, but a skill. Some people have more aptitude for it than others...

Catalogue: The European Marketing Research Review 1970
Author: Leslie Collins
June 15, 1970
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Citation

Collins, L. (1970a, June 15). The art of asking 'why'. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/the-art-of-asking-why-


Research papers

Advertising, promotion and medical detailing

It is not the purpose of this paper to suggest modifications in the existing structure of decisions. Without discussing at this point the role of marketing statistics in a pharmaceutical company we propose suggesting a method of exploiting such...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: Jean-Mathieu Paoli
June 15, 1970
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Citation

Paoli, J. (1970a, June 15). Advertising, promotion and medical detailing. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/advertising-promotion-and-medical-detailing


Research papers

The analyses of sales figures over a number of years as a basis for sales forecasting

When we analyse a series of sales data, the first problem posed is to find out the meaning of each figure which makes up the series; identification of the possible links which each figure has with the preceding one can be the starting point for...

Catalogue: The European Marketing Research Review 1970
Author: Giorgio Palmili
June 15, 1970
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Citation

Palmili, G. (1970a, June 15). The analyses of sales figures over a number of years as a basis for sales forecasting. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/the-analyses-of-sales-figures-over-a-number-of-years-as-a-basis-for-sales-forecasting


Research papers

Conclusion

I would like to comment on a few major points of interest as raised by the papers of the last two days. Firstly marketing models. Segmentation and typology of doctors seem to be of universal interest.

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: J.-J. Baillet
June 15, 1970
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Citation

Baillet, J. (1970a, June 15). Conclusion. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/conclusion-717


Research papers

Television commercials

Since October 1 1968, Swiss Television Research has depended on telephone interviews. They reveal how many and which viewers see the individual broadcasts, as well as the four advertisement spots. In the foreseeable future penetration studies are...

Catalogue: The European Marketing Research Review 1970
Author: Ewald Schusinski
June 15, 1970
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Citation

Schusinski, E. (1970a, June 15). Television commercials. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/television-commercials


Research papers

Measuring the effects of promotion on sales in theory and practice

Against the background of price inflation in the UK in recent times, it is not easy to objectively compute the effects of promotions on sales. This paper presents some case histories on a number of product fields which throw light on the...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Stephan Buck, Jeffrey H. Frankel
June 15, 1970
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Citation

Buck and Frankel (1970a, June 15). Measuring the effects of promotion on sales in theory and practice. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/measuring-the-effects-of-promotion-on-sales-in-theory-and-practice


Research papers

Marketing a new product

The Company was considering marketing a new product in a section of the highly competitive food market. Consumer tests on samples of product from a small pilot plant had given favourable results. The decision had then to be taken either to put the...

Catalogue: The European Marketing Research Review 1970
Author: D. W. Beattie
June 15, 1970
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Citation

Beattie, D. W. (1970a, June 15). Marketing a new product. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/marketing-a-new-product


Research papers

Findus fish in a tray

The purpose of this study was to explore and demonstrate our ideas about a different approach to media research. In Sweden we had since many years sufficient comparative media data on the exposure level. Several individual media have also published...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Bengt Lindh
June 15, 1970
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Citation

Lindh, B. (1970a, June 15). Findus fish in a tray. ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/findus-fish-in-a-tray


Research papers

The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements

In May 1968, ML Medical Surveys Centre commenced the development of a systematic methodology for studying the reactions of General Practitioners to mailings and journal advertisements. This paper describes the work we have been engaged upon and does...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: W. A. K. Frost
June 15, 1970
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Citation

Frost, W. A. (1970a, June 15). The development of a technique for measuring the reactions of general practitioners to mailing pieces and journal advertisements . ANA - ESOMAR. Retrieved September 01, 2025, from


https://ana.esomar.org/documents/the-development-of-a-technique-for-measuring-the-reactions-of-general-practitioners-to-mailing-pieces-and-journal-advertisements-