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Research reports

Prudential TV advertising pretest

The general objectives of this research were to makean evaluation of likely reactions to "Harbour" fromthe main target. sectors, and to identify any negativeswhich may require modification in the film. The30 second and 15-second versions were both...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1977
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Citation

, C. (1977a, September 01). Prudential TV advertising pretest . ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/prudential-tv-advertising-pretest-


Research reports

Qualitative research into the shampoo market

Beecham market two non-medicated or 'cosmetic'shampoo ranges, namely Silvikrin and Bristows.The Silvikrin range was relaunched in September1976 on a platform of natural ingredients and withchanges in packaging, formulation and advertising.Since...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1977
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Citation

, C. (1977a, September 01). Qualitative research into the shampoo market. ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/qualitative-research-into-the-shampoo-market


Research papers

Building a radio audience

This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Colin Day, Chris Friend, John Clemens
August 28, 1977
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Citation

Day, Friend and Clemens (1977a, August 28). Building a radio audience. ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/building-a-radio-audience


Research papers

The world housing market

This paper presents an analysis of the world housing market for the period 1960-1985. Historical and projected data are presented for number of households, conventional homes in place, homes wired for electricity, homes containing piped-in water,...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Ives Harvey, Andrew C. Gross, Roger J. Calantone
August 28, 1977
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Citation

Harvey, Gross and Calantone (1977a, August 28). The world housing market. ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/the-world-housing-market


Research papers

Comparisons of readership data derived from aided recall data and diary records

Conventionally readership data in Great Britain has been collected by personal interview methods using a form of aided recall. In 1973, London Weekend Television Limited commissioned Marplan Limited to carry out a series of diary panel studies in...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Sue Stoessl, J. Stocks
August 28, 1977
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Citation

Stoessl and Stocks (1977a, August 28). Comparisons of readership data derived from aided recall data and diary records. ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/comparisons-of-readership-data-derived-from-aided-recall-data-and-diary-records


Research papers

Discriminating analysis of qualitative data inputs

Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Jean-Marie Bouroche, A. Le Roux
August 28, 1977
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Citation

Bouroche and Le Roux (1977a, August 28). Discriminating analysis of qualitative data inputs . ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/discriminating-analysis-of-qualitative-data-inputs-


Research papers

Discriminating analysis of qualitative data inputs (French)

Classical methods of analysis are ill-suited to dealing with this type of data, so that a new family of methods has recently been developed under impetus from C. Hayashu, J. de Leeuw, G. Saporta, M. Tenenhaus and F.W. Young. They attempt, by optimal...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Jean-Marie Bouroche, A. Le Roux
August 28, 1977
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Citation

Bouroche and Le Roux (1977a, August 28). Discriminating analysis of qualitative data inputs (French). ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/discriminating-analysis-of-qualitative-data-inputs-french-


Research papers

Who wears the pants in the family?

This paper explores the relationship between purchasing influence within the family (i.e., husband and wife) and advertising readership in magazines. It addresses the question: To what extent is purchasing influence, or buying behaviour, related to...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: William J. Wilson
August 28, 1977
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Citation

Wilson, W. J. (1977a, August 28). Who wears the pants in the family?. ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/who-wears-the-pants-in-the-family-


Research papers

Enlargement of the product profile with the utilization of production experience gained in co-operation

Summing up it can be stated that on the basis of the experience gained in co-operation FEKON could usefully be experimenting to appear on the domestic market which was aided by the carefully prepared marketing programme, and the proper evaluation of...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Lazlo Molnar, Magdalena Hoffmann, Dezso Molnar
August 28, 1977
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Citation

Molnar, Hoffmann and Molnar (1977a, August 28). Enlargement of the product profile with the utilization of production experience gained in co-operation. ANA - ESOMAR. Retrieved November 27, 2025, from


https://ana.esomar.org/documents/enlargement-of-the-product-profile-with-the-utilization-of-production-experience-gained-in-co-operation