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Research papers

Conceptual and mathematical models in belief and attitude research

After a brief discussion of the concepts of attitude and belief the paper goes on to outline some of the difficulties in measuring them. Reference is then made to some empirical findings which must be taken into account in developing concepts. A...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Len J. Marchant
June 15, 1971
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Citation

Marchant, L. J. (1971a, June 15). Conceptual and mathematical models in belief and attitude research. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/conceptual-and-mathematical-models-in-belief-and-attitude-research


Research papers

Choice of media in Eastern Europe

The paper covers five "planned economy" countries. While significant differences exist among these countries, the considerations that justify the investigation of the choice of media on a regional basis, apply to them equally. Due to the relatively...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Károly Ravasz
June 15, 1971
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Citation

Ravasz, K. (1971a, June 15). Choice of media in Eastern Europe. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/choice-of-media-in-eastern-europe


Research papers

The computer and marketing information systems

The existence of the computer influences conceptually as well operationally the design of a marketing information system (MIS) and the application of a MIS the computer mostly is the centre in which all the computer techniques are integrated. This...

Catalogue: The European Marketing Research Review 1971
Author: Jan Ten Sijthoff
June 15, 1971
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Citation

Sijthoff, J. (1971a, June 15). The computer and marketing information systems. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/the-computer-and-marketing-information-systems


Research papers

When and how to buy research

For the purpose of this article it is assumed that the decision to carry out market research is well-founded. Nevertheless, examination of the reasons for carrying out the research will help, not only in deciding whether to undertake the project as...

Catalogue: The European Marketing Research Review 1971
Author: Mary Griffin
June 15, 1971
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Citation

Griffin, M. (1971a, June 15). When and how to buy research. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/when-and-how-to-buy-research


Research papers

Report-back from working group I

At the end of the first day, considerable discussion took place on the advantages and disadvantages of using chains of organisations. It was thought that the papers of Whitley, Haines, Berent and Jarvis nicely presented the arguments for: Central...

Catalogue: Seminar 1971: Multi-Country Research
Author: Robert M. Worcester
June 15, 1971
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Citation

Worcester, R. M. (1971a, June 15). Report-back from working group I. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/report-back-from-working-group-i


Research papers

Market research in the service of purchasing

Although market research on the sales side cannot be regarded as a reflection of procurement market research, there are nevertheless many similarities. The buyer as market researcher can, in other words, obtain much inspiration from research into the...

Catalogue: The European Marketing Research Review 1971
Author: B. Schmidbauer
June 15, 1971
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Citation

Schmidbauer, B. (1971a, June 15). Market research in the service of purchasing. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/market-research-in-the-service-of-purchasing


Research papers

A move towards the ideal

The changes which I will discuss in this paper are changes in the content or the treatment of the advertisements and not changes in the media schedule. A good deal of my company's time is spent in testing TV advertisements and it might be useful to...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: John B. O'Mulloy
June 15, 1971
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Citation

O'Mulloy, J. B. (1971a, June 15). A move towards the ideal. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/a-move-towards-the-ideal


Research papers

Foreword

Only recently has interest in "below-the-line" become widespread, and even now the term is virtually unknown in some countries with advanced marketing systems. In organising an E.S.O.M.A.R. Seminar on this topic we therefore were conscious that we...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Peter B. Mooney
June 15, 1971
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Citation

Mooney, P. B. (1971a, June 15). Foreword. ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/foreword-822


Research papers

Self-completion questionnaires (Part II)

Our own experiment found no greater tendency for self-completion to yield critical answers: in this respect the two methods of data collection produced results which were very similar indeed. A likely explanation by which this finding can be...

Catalogue: The European Marketing Research Review 1971
Author: John Nolan
June 15, 1971
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Citation

Nolan, J. (1971a, June 15). Self-completion questionnaires (Part II). ANA - ESOMAR. Retrieved December 26, 2025, from


https://ana.esomar.org/documents/self-completion-questionnaires-part-ii-