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Research papers

A new concept of marketing (French)

In this paper I would like to examine; what is really new in this new concept of marketing; to suggest a revision of the traditional approaches to the study of marketing; to show the organizational changes effected by the new trend in management...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bartolo Mardessich
June 15, 1959
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Citation

Mardessich, B. (1959a, June 15). A new concept of marketing (French). ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/a-new-concept-of-marketing-french-


Research papers

Aided recall media research

The use of recall aids as a stimulus to the memory of informants has been most highly developed in media research, and it is from this field that I draw the two examples which I wish to discuss today. The I.P.A. National Readership Survey is a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: David R. Aitchison
June 15, 1959
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Citation

Aitchison, D. R. (1959a, June 15). Aided recall media research. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/aided-recall-media-research


Research papers

Factor analysis in market research

Comment on Mr. Ehrenberg's paper: "Factor analysis in market research".

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Leonard F. Smith
June 15, 1959
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Citation

Smith, L. F. (1959a, June 15). Factor analysis in market research. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/factor-analysis-in-market-research-49


Research papers

Some implications of a recent study of the comprehension of television programmes (French)

I should like first to mention a few provisional findings from some studies of the impact of particular television programmes on which I have been engaged in Oxford over the last four years, and then to consider their implications when it comes to...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Joseph Trenaman
June 15, 1959
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Citation

Trenaman, J. (1959a, June 15). Some implications of a recent study of the comprehension of television programmes (French). ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/some-implications-of-a-recent-study-of-the-comprehension-of-television-programmes-french-


Research papers

Forecasting on an international level (French)

It is possible to carry out international forecasting simply by summating forecasts carried out on a national level, just in the same way as one often forecasts at the level of one country by adding together the forecasts made for each region of the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Yves Fournis
June 15, 1959
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Citation

Fournis, Y. (1959a, June 15). Forecasting on an international level (French). ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/forecasting-on-an-international-level-french-


Research papers

Measuring the impact of television programmes (French)

Much of the work of measuring the impact of television consists of measuring the extent to which the viewers enjoy what they choose to view. There are two main systems of measuring reaction to television programmes. The first is to "rate" the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: B. P. Emmett
June 15, 1959
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Citation

Emmett, B. P. (1959a, June 15). Measuring the impact of television programmes (French). ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/measuring-the-impact-of-television-programmes-french-


Research papers

Relating personality characteristics to purchasing

In the study I am going to describe, I intended to define the population according to these characteristics and relate their personality traits to purchasing behaviour. These characteristics should be viewed in the same light in which we currently...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: A. Koponem
June 15, 1959
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Citation

Koponem, A. (1959a, June 15). Relating personality characteristics to purchasing. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/relating-personality-characteristics-to-purchasing


Research papers

Research in Africa

This report does not pretend to deal fully with the vast subject implied by the title. Africa is an immense and varied continent and psychological and sociological research are at widely differing levels in the different parts. I cannot claim a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Charles Celier
June 15, 1959
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Citation

Celier, C. (1959a, June 15). Research in Africa. ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/research-in-africa


Research papers

Market research as a tool for prognosis (French)

In order to get a maximum profit from market research it is necessary that the following steps should he carried out: 1. Formulation of a problem in terms amenable for market research? Asking for a high degree of commercial sophistication; 2....

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bareld van de Meer
June 15, 1959
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Citation

van de Meer, B. (1959a, June 15). Market research as a tool for prognosis (French). ANA - ESOMAR. Retrieved July 04, 2025, from


https://ana.esomar.org/documents/market-research-as-a-tool-for-prognosis-french-