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Research reports

Qualitative research on GII potential advertising approaches

The general objectives of this research were to evaluatemen's responses to three approaches for the televisionlaunch of GII. About this collection:Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 8, 1972
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Citation

, C. (1972a, July 08). Qualitative research on GII potential advertising approaches. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-gii-potential-advertising-approaches


Research reports

Qualitative research on Corona posters

The general objectives of the research were toexamine consumer reactions to a poster campaign for Corona. The objectives of the advertisement were to communicate Corona as a refreshing and thirst-quenching drink and to communicate the Coronabrand...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 8, 1972
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Citation

, C. (1972a, July 08). Qualitative research on Corona posters. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-corona-posters


Research reports

Qualitative research on Hoover advertising

A new creative treatment has been developed for the HooverDirtsearcher. This uses an animated cartoon characterizationof both the Dirtsearcher machine and a housewife. Theintention of the campaign is to communicate the versatilityof the machine and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 3, 1972
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Citation

, C. (1972a, July 03). Qualitative research on Hoover advertising. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-hoover-advertising


Research reports

Qualitative research on bra-buying

The researchwas designed to provide information on women's attitudestowards the buying situation, their motivations forpurchase and choice of bra-type and brand, and the factorswhich influence their choices. About this collection:Peter Cooper...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 2, 1972
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Citation

, C. (1972a, July 02). Qualitative research on bra-buying. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-bra-buying


Research reports

Instant coffee placement test

The objective of the research was to test the preferencesbetween two versions of coffee, coded R4, and T3. About this collection: Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1972
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Citation

, C. (1972a, July 01). Instant coffee placement test . ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/instant-coffee-placement-test-


Research reports

Qualitative research on Revels

The general objectives of this research were to examineconsumer usage, motivations, and attitudes towards Revels.The brand has been performing well, and research was required in order to understand the reasons underlying its success. About this...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1972
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Citation

, C. (1972a, July 01). Qualitative research on Revels. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-revels


Research reports

Park Drive Tipped

The main objective of the research was to explorereactions to the proposed advertising for Park DriveTipped, intended for both press and posters. This was to be compared with the current advertisingfor Park Drive Tipped in terms of:1. Effect on...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 23, 1972
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Citation

, C. (1972a, June 23). Park Drive Tipped. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/park-drive-tipped


Research papers

Identifying the early adopter of new industrial products

In that the aim of our research was to help practitioners identify 'early adopters' in the expectation that concentration of marketing effort on them would accelerate market penetration, a factor analysis was undertaken to try and define a set of...

Catalogue: Seminar 1972: Segmentation And Typology
Author: Michael J. Baker
June 15, 1972
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Citation

Baker, M. J. (1972a, June 15). Identifying the early adopter of new industrial products. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/identifying-the-early-adopter-of-new-industrial-products


Research papers

Practical uses of multidimensional techniques in marketing

The paper commences with a brief discussion of the factors which influence the use of multidimensional techniques in market segmentation studies, and the required conditions for successful use of them. An example is quoted from the magazine field,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Derek C. Martin
June 15, 1972
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Citation

Martin, D. C. (1972a, June 15). Practical uses of multidimensional techniques in marketing. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/practical-uses-of-multidimensional-techniques-in-marketing