Resources Library by ANA

Does co-ordination of international qualitative research deny creativity?

The paper looks at the fundamental issues involved in competently conducting qualitative research on an international scale. No attempt is made to gloss over the basic problems which can, and do, exist, in favour of expanding the niceties of recently...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Jackie Dickens, Barrie Parker

September 1, 1974

Factors affecting response rates in market research surveys

In this paper, the author brings together from varying sources evidence as to the extent of the growth in refusal rates, discusses and evaluates possible causes of the increase in the percentage of selected respondents who will not co-operate and...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Peter B. Hodgson

Company: Harris Interactive (Europe)

September 1, 1974

The function of media

Media have very different characteristics, not only in terms of differences in readership or listenership and this type of related dimensions, but I am also thinking of differences in communication capacity based on differences in the level of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Benno Stoppelman

September 1, 1974

The use of a panel by a large distribution company

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Marc Galliot

September 1, 1974

The use of marketing research in large French companies (French)

One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Patrick Le Maire, Yves Evrard

September 1, 1974

New product research

This paper concerns itself with two major areas of New Product Research. Firstly some of the causes of high new product failure rate are discussed. These are attributed partly to political pressures within marketing teams and partly to the inadequacy...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Author: Edward R. Tomlin

September 1, 1974

Price behaviour models

In the past three years price behaviour has been more closely scrutinized than before. The efforts to improve the insight in the relationship between price and buying behaviour were stimulated by the increased competition in the field of retailing....

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: A. H. J. van Heteren, W. J. M. Asselbergs

September 1, 1974

Research for the non-household market for goods and services

This paper is based on a study dealing with one of the three segments of the non-household market for goods and services: the segment consisting of "work-locations". Initiated by Douwe Egberts B.V., this study was carried out for the first time by...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: W. G. M. Steur, Jean F. K. Dinjens

September 1, 1974

The baptism of the trade off model in Europe

Two main themes are pursued in this paper. Firstly, we discuss how a new research method: the trade-off model was used in the context of a major project, focussing particularly on the problems encountered and how these were solved. Secondly, we...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: Dick Westwood, Peter J. Hayes

September 1, 1974