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Research papers

Report-back from working group I

At the end of the first day, considerable discussion took place on the advantages and disadvantages of using chains of organisations. It was thought that the papers of Whitley, Haines, Berent and Jarvis nicely presented the arguments for: Central...

Catalogue: Seminar 1971: Multi-Country Research
Author: Robert M. Worcester
June 15, 1971
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Citation

Worcester, R. M. (1971a, June 15). Report-back from working group I. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/report-back-from-working-group-i


Research papers

Market research in the service of purchasing

Although market research on the sales side cannot be regarded as a reflection of procurement market research, there are nevertheless many similarities. The buyer as market researcher can, in other words, obtain much inspiration from research into the...

Catalogue: The European Marketing Research Review 1971
Author: B. Schmidbauer
June 15, 1971
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Citation

Schmidbauer, B. (1971a, June 15). Market research in the service of purchasing. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/market-research-in-the-service-of-purchasing


Research papers

A move towards the ideal

The changes which I will discuss in this paper are changes in the content or the treatment of the advertisements and not changes in the media schedule. A good deal of my company's time is spent in testing TV advertisements and it might be useful to...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: John B. O'Mulloy
June 15, 1971
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Citation

O'Mulloy, J. B. (1971a, June 15). A move towards the ideal. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/a-move-towards-the-ideal


Research papers

Foreword

Only recently has interest in "below-the-line" become widespread, and even now the term is virtually unknown in some countries with advanced marketing systems. In organising an E.S.O.M.A.R. Seminar on this topic we therefore were conscious that we...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Peter B. Mooney
June 15, 1971
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Citation

Mooney, P. B. (1971a, June 15). Foreword. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/foreword-822


Research papers

Self-completion questionnaires (Part II)

Our own experiment found no greater tendency for self-completion to yield critical answers: in this respect the two methods of data collection produced results which were very similar indeed. A likely explanation by which this finding can be...

Catalogue: The European Marketing Research Review 1971
Author: John Nolan
June 15, 1971
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Citation

Nolan, J. (1971a, June 15). Self-completion questionnaires (Part II). ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/self-completion-questionnaires-part-ii-


Research papers

Toward better media comparison

This committee was established in response to an industry need for clarification of the issues involved in measuring the effectiveness of advertising through media. Now the committee has recommended, and ARF’s Board of Directors has agreed, that...

Catalogue: ARF Guidelines Handbook
Authors: Seymour Banks, Stanley Canter, Richard F. Casey, Paul E. J. Gerhold, Jack R. Green, Robert E. Hughes, John H. Kofron, Frank W. Mansfield, Herbert M. Steele
June 15, 1971
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Citation

Banks et al. (1971a, June 15). Toward better media comparison. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/toward-better-media-comparison


Research papers

A brief critique of the Fishbein and other attitude models

My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


Research papers

A suggested explanation of the mechanisms of advertising

Advertising communication is not the only form of information available to the public concerning the products and brands offered it. Before attempting to determine how this advertising communication works, let us first place it in the context of...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Marcel Marc
June 15, 1971
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Citation

Marc, M. (1971a, June 15). A suggested explanation of the mechanisms of advertising. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/a-suggested-explanation-of-the-mechanisms-of-advertising


Research papers

An approach to methods of combined socio-technological forecasting

It is argued that technological forecasting is necessary but by itself insufficient for overall effective R & D planning, because which of the many available technological alternatives are exploited will be a function of their social efficiency....

Catalogue: The European Marketing Research Review 1971
Author: Clark C. Ast
June 15, 1971
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Citation

Ast, C. C. (1971a, June 15). An approach to methods of combined socio-technological forecasting. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/an-approach-to-methods-of-combined-socio-technological-forecasting