Resources Library by ANA

The application of opinion polls in legal practice (German)

During the last 20 years, the application of opinion polls has become an essential component of legal practice in matters concerning the protection of industrial property. In other legal sectors, for instance civil or penal law, the application of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Dietrich Gorny

September 1, 1974

A strategic approach to marketing targets

One of the most essential aims of a market survey is to provide precise information on the segments which should be taken by an existing brand as marketing targets. A bibliographical survey of the work done on that problem in the past twelve years...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Michel Hugues

September 1, 1974

The telephone in consumer research

If someone asks for a recommendation on interview technique the consumer researcher will probably mention personal, postal and telephone in that order. If someone ask specifically about telephone interviewing the researcher will probably say "quick...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: David Miln, David Stewart-Hunter, Len J. Marchant

September 1, 1974

Segmentation of the pleasure travel market to Europe

On the basis of this pilot study, we can definitely say that attitude segmentation exist in this market. We can indeed locate and delineate segments of travellers who share a particular orientation towards travel and who differ from other segments in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Edward Berrol

Company: Ogilvy

September 1, 1974

The challenge of uniqueness versus unity

In this context, the object of the present discussion will be two-fold : - examine practical problems linked with the use of the market segmentation approach, - examine the practical feasibility of this approach in international research. This...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Alain Zwilling

September 1, 1974

Research for public transport investment

This paper discusses two major aspects of research for public transport investment. These are the provision of comprehensive and detailed journey data by all modes of transport for individual origin/destination areas, and the measurement of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Mervyn Flack

Company: Harris Interactive (Europe)

September 1, 1974

The package is the last message

The package is the last message transmitted to the consumer before he makes his decision to buy or not to buy. But is the message always understood? Many things have changed in the last few years. Products, packaging techniques, the environment of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Daniel W. Drummond

September 1, 1974

The role of market research in the Esso-Cleveland integration

This paper describes the contribution of market research to the work of a multi-brand study group set up by Esso Petroleum in the U.K. to find an answer to the questions: How many brands does Esso need in the U.K.? At which market segments should...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: David Lowe-Watson

Company: ESSO

September 1, 1974

The use of a panel by a large distribution company (French)

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Marc Galliot

September 1, 1974