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Research papers

Report-back from working group I

The group welcomed the distinctions drawn on the first day between the various types of promotional activity and regretted that these distinctions were not subsequently maintained when interpreting research into promotions - particularly panel data....

Catalogue: Seminar 1971: Below-The-Line Activities
Author: F. R. Jephson
June 15, 1971
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Citation

Jephson, F. R. (1971a, June 15). Report-back from working group I . ANA - ESOMAR. Retrieved November 22, 2025, from


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


Research papers
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Citation

Holm, K. (1971a, June 15). Report-back from working group IV. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/report-back-from-working-group-iv-845


Research papers

Research into consumer motivation within the framework of marketing information systems

Motivation research in the consumer markes is too little used as a systematic means of obtaining information within the framework of marketing information systems. On the other hand it is sometimes used wrongly as ad hoc research of which more is...

Catalogue: The European Marketing Research Review 1971
Author: Robert Gijs
June 15, 1971
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Citation

Gijs, R. (1971a, June 15). Research into consumer motivation within the framework of marketing information systems. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/research-into-consumer-motivation-within-the-framework-of-marketing-information-systems


Research papers

Sampling problems on an European scale

My task is to give an introduction into a discussion about a very important subject which we all know very well since a long time in every country - namely the sampling procedure. What may be the particular aspect of sampling problems on a European...

Catalogue: Seminar 1971: Multi-Country Research
Author: Friedrich Wendt
June 15, 1971
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Citation

Wendt, F. (1971a, June 15). Sampling problems on an European scale. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/sampling-problems-on-an-european-scale


Research papers

Marketing problems and business strategies in multi-country operations

Two sets of basic questions are typically faced by all manufacturing companies which want to sell their products abroad: 1a. to sell the same products that are sold on the domestic market also on the foreign markets without any particular adaptation,...

Catalogue: Seminar 1971: Multi-Country Research
Author: Gabriele Morello
June 15, 1971
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Citation

Morello, G. (1971a, June 15). Marketing problems and business strategies in multi-country operations. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/marketing-problems-and-business-strategies-in-multi-country-operations


Research papers

The world of hidden desires

Motivation research is a field which has brought into the world of economic hypotheses much that is unusual and unpolished. It is a field that has many opponents and numerous admirers. The debate on the significance of motivation research and on the...

Catalogue: The European Marketing Research Review 1971
Authors: Ladislav Kopercky, Jirj Mikes
June 15, 1971
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Citation

Kopercky and Mikes (1971a, June 15). The world of hidden desires. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/the-world-of-hidden-desires


Research papers

Practical frameworks for advertising and research

Some people make a distinction between "advertising theories" and "research models". I am not going to do that. I am interested in theories of persuasion and behaviour which underly both advertising planning and market research. One of the aims of...

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

Tuck, M. (1971a, June 15). Practical frameworks for advertising and research. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/practical-frameworks-for-advertising-and-research


Research papers

Do promotions undermine the brand?

This classic paper raises the main problem with below-the-line expenditure: its long-term effects. Most evaluations cover a year at longest. People concerned with the saleability of a brand, with the values added by its marketing effort, with all the...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robin T. J. Tuck, W. G. B. Harvey
June 15, 1971
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Citation

Tuck and Harvey (1971a, June 15). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand-


Research papers

Concept and examples of multi-country research by a leading chemical producer

Producing chemicals in Europe means traditionally an international approach to marketing and, accordingly, to market research. The reason why the activities of European chemical companies extend beyond national borders is because, on the one hand,...

Catalogue: Seminar 1971: Multi-Country Research
Author: Karl-Heinz Ronitz
June 15, 1971
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Citation

Ronitz, K. (1971a, June 15). Concept and examples of multi-country research by a leading chemical producer. ANA - ESOMAR. Retrieved November 22, 2025, from


https://ana.esomar.org/documents/concept-and-examples-of-multi-country-research-by-a-leading-chemical-producer