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Research papers

Mass communication of political arguments

Within the scope of collectively sponsored consumer studies carried out on large probability samples from the adult Swedish population, questions have been put about attitudes towards political parties as well as towards business enterprises. At the...

Catalogue: ESOMAR Congress 1968
Author: Jarko Cerha
June 15, 1968
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Citation

Cerha, J. (1968a, June 15). Mass communication of political arguments. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/mass-communication-of-political-arguments


Research papers

Market research in the 1970's

Market research and marketing theory will grow more and more together. Market research will, to a greater extent, be built directly into the decision making process. The age of "interesting market studies" will be left behind. The market research in...

Catalogue: ESOMAR Congress 1968
Author: Arne Rasmussen
June 15, 1968
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Citation

Rasmussen, A. (1968a, June 15). Market research in the 1970's. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/market-research-in-the-1970-s


Research papers

Is opinion leader and opinion follower identical person?

The classic two-step hypothesis was rejected by its creators. Subsequent studies have demonstrated shortcomings in the data on which the hypothesis was based. For one thing, the dichotomy of opinion leaders and followers was shown to be unfortunate...

Catalogue: ESOMAR Congress 1968
Author: Arthur Graham
June 15, 1968
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Citation

Graham, A. (1968a, June 15). Is opinion leader and opinion follower identical person?. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/is-opinion-leader-and-opinion-follower-identical-person-


Research papers

Profitability and the comprehensive view

I shall not attempt to forecast the future of market research in the seventies, but I just want to bring up two particularly important aspects that both theoretical and practical research ought to tackle and get into perspective, if not solve...

Catalogue: ESOMAR Congress 1968
Author: Jean-Pierre Therme
June 15, 1968
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Citation

Therme, J. (1968a, June 15). Profitability and the comprehensive view. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/profitability-and-the-comprehensive-view


Research papers

The Daphne language and its use in market studies (French)

DAPHNE is a programming language for file analysis. Most of the operations currently used in file analysis can be easily programmed in DAPHNE. Among these operations are percentages, valuation, selection, editing and output of the results. This paper...

Catalogue: ESOMAR Congress 1968
Authors: G. Letellier, P. Mathelot
June 15, 1968
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Citation

Letellier and Mathelot (1968a, June 15). The Daphne language and its use in market studies (French). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-daphne-language-and-its-use-in-market-studies-french-


Research papers

Short term diaries

Information about events which happen with great regularity are, individually, of such small importance that no individual could be relied on to list them accurately from memory. But each individual event, when added together, can have very important...

Catalogue: ESOMAR Congress 1968
Authors: John Bermingham, Bryan A. Bates
June 15, 1968
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Citation

Bermingham and Bates (1968a, June 15). Short term diaries. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/short-term-diaries


Research papers

The use of consumer panels in the evaluation of promotional and advertising expenditures

Consumer Panels are well situated to play an important part in the problems of evaluating advertising and promotional expenditures for consumer products, by measuring the effect they have on purchasing behaviour: A) They measure consumer purchasing...

Catalogue: ESOMAR Congress 1968
Authors: John Parfitt, Ivor McGloughlin
June 15, 1968
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Citation

Parfitt and McGloughlin (1968a, June 15). The use of consumer panels in the evaluation of promotional and advertising expenditures. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-use-of-consumer-panels-in-the-evaluation-of-promotional-and-advertising-expenditures


Research papers

An international approach to data processing for media selection

The paper deals with the formation and development of the MAP Service, which is a data analysis service for campaign/media planning, available to all members of the London Press Exchange Group, for both their national and international clients...

Catalogue: ESOMAR Congress 1968
Author: Peter Masson
June 15, 1968
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Citation

Masson, P. (1968a, June 15). An international approach to data processing for media selection. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/an-international-approach-to-data-processing-for-media-selection


Research papers

Can informant claims on product purchase made at an interview be used for media planning?

The purpose of the work upon which this paper is based was to examine the implications, for the immediate purposes of current media planning in the United Kingdom, of an important experiment reported to the ESOMAR-WAPOR Congress 1967. We owe a...

Catalogue: ESOMAR Congress 1968
Authors: Simon Broadbent, Peter B. Mooney
June 15, 1968
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Citation

Broadbent and Mooney (1968a, June 15). Can informant claims on product purchase made at an interview be used for media planning?. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/can-informant-claims-on-product-purchase-made-at-an-interview-be-used-for-media-planning-