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Research papers

Configuration analysis as an instrument for making decisions in marketing (German)

Configuration analysis is a procedure based on the Chi2-method. As far as we know, the German G. A. LIENERT orally reported on it two years ago for the first time. Since there are rather few presuppositions for its application, as experience has...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Erich M. Ruczinski
June 15, 1972
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Citation

Ruczinski, E. M. (1972a, June 15). Configuration analysis as an instrument for making decisions in marketing (German). ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/configuration-analysis-as-an-instrument-for-making-decisions-in-marketing-german-


Research papers

COSMOS

COSMOS is a man/machine sales area control system as well as for products within the lines of produce distribution chains. In compliance with the modern concept of a management system, man and the computer form a whole and complete each other. The...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: Nicolas Steinberg, Y. Ploquin
June 15, 1972
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Citation

Steinberg and Ploquin (1972a, June 15). COSMOS. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/cosmos


Research papers

How much of your industrial client's needs do you really know when undertaking market research for him?

Despite an increasing concern for marketing among industrial firms, many executives are disenchanted with their firm's marketing efforts and remain somewhat reluctant to undertake expensive market research. How much of this disenchantment is due to...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Ph. Pavageau
June 15, 1972
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Citation

Pavageau, P. (1972a, June 15). How much of your industrial client's needs do you really know when undertaking market research for him?. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/how-much-of-your-industrial-client-s-needs-do-you-really-know-when-undertaking-market-research-for-him-


Research papers

Discussion group III

Group C, meeting for a total of four hours, generated a lively and well informed discussion. Of particular value was the relationship of an impressively wide range of comparable practical experience to the subjects debated. Although discussion did...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Authors: W. D. McClelland, R. A. Davie
June 15, 1972
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Citation

McClelland and Davie (1972a, June 15). Discussion group III. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/discussion-group-iii


Research papers

Problems of joint sponsored readership survey: UK

This paper falls into two main sections: In the first, some brief account is given, as background, of the history of joint readership research in Britain, of the present administration of the National Readership Survey and of Its methods, content,...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Michael M. Brown
June 15, 1972
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Citation

Brown, M. M. (1972a, June 15). Problems of joint sponsored readership survey: UK. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/problems-of-joint-sponsored-readership-survey-uk


Research papers

The application of panel analysis to marketing activity

The advantages of consumer panel data therefore extend way beyond its ability to provide comprehensive brand share data where other methods suffer from Inadequate coverage, to tell us something about the numbers of people buying as well as the...

Catalogue: Seminar 1972: Panels
Author: Brian C. Pymont
June 15, 1972
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Citation

Pymont, B. C. (1972a, June 15). The application of panel analysis to marketing activity. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-application-of-panel-analysis-to-marketing-activity


Research papers

Problems of sponsored readership surveys: Germany

There are - as I see them - four problems which stand out in the practical day-to-day work of those who have to organize and execute joint sponsored media surveys: 1. The problem of coordinating measuring methods and systems 2 . the problem of a gap...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: H.-E. Scheler
June 15, 1972
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Citation

Scheler, H. (1972a, June 15). Problems of sponsored readership surveys: Germany. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/problems-of-sponsored-readership-surveys-germany


Research papers

The significance of segmentation

If we are going to be successful in our marketing it is necessary to achieve certain standards of profitability. The further removed the customer is from the producing company, the more difficult it is to promote products and services to him without...

Catalogue: The European Marketing Research Review 1972
Author: J. D. Waterworth
June 15, 1972
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Citation

Waterworth, J. D. (1972a, June 15). The significance of segmentation. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-significance-of-segmentation


Research papers

The optimisation of advertising success (German)

Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Dieter Müller-Veeh
June 15, 1972
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Citation

Müller-Veeh, D. (1972a, June 15). The optimisation of advertising success (German). ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-optimisation-of-advertising-success-german-