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Research papers

Corporate image research reviewed

Corporate image research, receiving increasing attention as companies see the need to assess the value of a good corporate reputation, is defined and put into perspective in the context of various "images" that inter-relate, including the product...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Robert M. Worcester
June 15, 1971
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Citation

Worcester, R. M. (1971a, June 15). Corporate image research reviewed. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/corporate-image-research-reviewed


Research papers

A review of consumer decision process models

The purpose of this paper is to review the current position in buyer behaviour theory, with particular reference to an approach that is gaining increasing popularity, and which places major emphasis upon consumer decision processes. The paper is in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: J. A. Lunn
June 15, 1971
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Citation

Lunn, J. A. (1971a, June 15). A review of consumer decision process models. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/a-review-of-consumer-decision-process-models


Research papers

Further thoughts on advertising research

I think seminars are of two kinds - there are those which confirm one's prejudices, and those which enable one to re-organize and rearrange one's prejudices, and I would say that this is certainly of the second kind - that I have rearranged all of my...

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

Joyce, T. (1971a, June 15). Further thoughts on advertising research. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/further-thoughts-on-advertising-research


Research papers

Micro-analytic behavioural simulation models (French)

Our objective is to expose and evaluate a particular class of simulation models, on which we have been working for some years and with which we have arrived at operational applications. To keep within the conceptual framework we have drawn, we shall...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Jean-Philippe Faivre
June 15, 1971
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Citation

Faivre, J. (1971a, June 15). Micro-analytic behavioural simulation models (French). ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/micro-analytic-behavioural-simulation-models-french-


Research papers

Below-the-line promotion to the medical profession

From 1948 on, the pharmaceutical companies, mainly American, began to build enormous sales of branded drugs by promoting to the medical profession. In the United Kingdom their main customer has always ultimately been the National Health Service and...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: D. C. Wren
June 15, 1971
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Citation

Wren, D. C. (1971a, June 15). Below-the-line promotion to the medical profession. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/below-the-line-promotion-to-the-medical-profession


Research papers

Case history of a 16-country survey

In 1969 the European Editions of The Reader's Digest conducted a multi-country survey in 16 countries of Western Europe. I propose to tell you something of how we did it: the problems we met, the actions we took and what we think we learned....

Catalogue: Seminar 1971: Multi-Country Research
Author: Edward W. Whitley
June 15, 1971
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Citation

Whitley, E. W. (1971a, June 15). Case history of a 16-country survey. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/case-history-of-a-16-country-survey


Research papers

Advertising pressure

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
June 15, 1971
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Citation

Geiger and Ernst (1971a, June 15). Advertising pressure. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/advertising-pressure


Research papers

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
June 15, 1971
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Citation

Geiger and Ernst (1971a, June 15). Advertising pressure (German). ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/advertising-pressure-german-


Research papers

Combining dissonance theory to product space constructs

Market segmentation has during the past few years been an intensively discussed topic. The discussion has, however, caused a clarification of thinking and a more effective utilisation of various methods. Market segmentation has so far proceeded in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Eero Meckelborg
June 15, 1971
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Citation

Meckelborg, E. (1971a, June 15). Combining dissonance theory to product space constructs. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/combining-dissonance-theory-to-product-space-constructs