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Research papers

Research on ‘below the line’ expenditure

This chapter deals with the contribution of research, both in the planning and evaluation, of ‘below the line’ activity. Any definition of ‘below the line’ assumes a false dichotomy since many promotions are dependent on media...

Catalogue: Consumer Market Research Handbook
Author: Martin Simmons
August 1, 1986
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Citation

Simmons, M. (1986a, August 01). Research on ‘below the line’ expenditure. ANA - ESOMAR. Retrieved March 26, 2026, from


https://ana.esomar.org/documents/research-on-below-the-line-expenditure


Research papers

Desk research

The chapter is split into two sections: the first dealing with the uses and practices of desk research - what is desk research, what it can do, who undertakes it and in what circumstances; the second covering the all-important question of sources of...

Catalogue: Consumer Market Research Handbook
Author: Nigel Newson-Smith
August 1, 1986
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Citation

Newson-Smith, N. (1986a, August 01). Desk research. ANA - ESOMAR. Retrieved March 26, 2026, from


https://ana.esomar.org/documents/desk-research


Research papers

International market research

This chapter looks at a number of the key issues which are encountered in such research. Certain of the issues are peculiar to the international field. Many of the problems are, however, to be found in national or domestic research also, although on...

Catalogue: Consumer Market Research Handbook
Author: John Downham
August 1, 1986
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Citation

Downham, J. (1986a, August 01). International market research. ANA - ESOMAR. Retrieved March 26, 2026, from


https://ana.esomar.org/documents/international-market-research


Research papers

Experimental designs and models

This chapter is divided into two distinct parts: experimental design and models. The researcher must consider the question of experimental design and models before proceeding to the choice of sampling techniques, sample size or questionnaire design,...

Catalogue: Consumer Market Research Handbook
Author: James Rothman
August 1, 1986
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Citation

Rothman, J. (1986a, August 01). Experimental designs and models. ANA - ESOMAR. Retrieved March 26, 2026, from


https://ana.esomar.org/documents/experimental-designs-and-models


Research papers

Interviewing and field control

It must be stressed that, in this chapter, we are concerned with the role of professionally trained research interviewers who alone should be responsible for this vital phase in any project.

Catalogue: Consumer Market Research Handbook
Authors: John F. Drakeford, Valerie Farbridge
August 1, 1986
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Citation

Drakeford and Farbridge (1986a, August 01). Interviewing and field control. ANA - ESOMAR. Retrieved March 26, 2026, from


https://ana.esomar.org/documents/interviewing-and-field-control


Research papers

Telephone, mail and other techniques

This chapter is still concerned with occasions when the ‘standard’ forms of interviewing are inappropriate, though before a fourth edition of this work appears it seems likely that such a definition will need revision. In general terms...

Catalogue: Consumer Market Research Handbook
Authors: Leonard R. England, Peter Arnold
August 1, 1986
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Citation

England and Arnold (1986a, August 01). Telephone, mail and other techniques. ANA - ESOMAR. Retrieved March 26, 2026, from


https://ana.esomar.org/documents/telephone-mail-and-other-techniques


Research papers

Corporate image research

Corporate research encompasses all aspects of research conducted among publics of importance to the corporation, company or organisation in their direct role other than as customers. Consumers are obviously the primary target of marketing research,...

Catalogue: Consumer Market Research Handbook
Author: Robert M. Worcester
August 1, 1986
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Citation

Worcester, R. M. (1986a, August 01). Corporate image research. ANA - ESOMAR. Retrieved March 26, 2026, from


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


Research papers

Advertising research

This chapter examines research into advertising. Although media researchers regard much of their work as ‘advertising research’, media research generally is left to the next section. Anyone engaged in advertising research presupposes that...

Catalogue: Consumer Market Research Handbook
Author: Mark R. C. Lovell
August 1, 1986
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Citation

Lovell, M. R. (1986a, August 01). Advertising research. ANA - ESOMAR. Retrieved March 26, 2026, from


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


Research papers

Introduction

This section, as in earlier editions, concentrates on marketing research techniques. While the section is aimed principally at practitioners and students of market research, it may also prove useful to the market research user as a guide to the...

Catalogue: Consumer Market Research Handbook
Author: Robert M. Worcester
August 1, 1986
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Citation

Worcester, R. M. (1986a, August 01). Introduction. ANA - ESOMAR. Retrieved March 26, 2026, from


https://ana.esomar.org/documents/introduction-2866