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Research papers

Broadscale projection methods from test marketing data

The present paper is one of a series of reports by the authors on empirical research which has been conducted by the authors since 1967 into the problems of introducing new products. A survey of contemporary practice has highlighted the areas which...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Roy Hayhurst, Gordon S.C. Wills
June 15, 1969
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Citation

Hayhurst and Wills (1969a, June 15). Broadscale projection methods from test marketing data. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/broadscale-projection-methods-from-test-marketing-data


Research papers

An industrial marketing problem pricing of products for substitution

Pricing methods for industrial products are sometimes (as in France for instance) less sophisticated than methods used for pricing consumer goods. There are a number of reasons for this difference, one of which is the specificity of each industrial...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Pierre Jourdan
June 15, 1969
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Citation

Jourdan, P. (1969a, June 15). An industrial marketing problem pricing of products for substitution. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/an-industrial-marketing-problem-pricing-of-products-for-substitution


Research papers

Passive learning from television

The purpose of this paper is to identify some of the differences between passive and active learning, and to suggest some implications for education and for television.

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Herbert E. Krugman, Eugene L. Hartley
June 15, 1969
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Citation

Krugman and Hartley (1969a, June 15). Passive learning from television. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/passive-learning-from-television


Research papers

Pre-testing

A special study consisting of a survey among 326 housewives, has shown that the friendliness effect in product tests is minimised if the method below is used: The interviewer shows three packs with the same contents, but with different code...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Johan J. M. van Tulder
June 15, 1969
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Citation

van Tulder, J. J. (1969a, June 15). Pre-testing. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/pre-testing


Research papers

Selection and training of interviewers

The methods of interviewer selection in current use are examined, reference being made to those described by Dr. Noelle Neumann and Mr. Paul Berent in their papers read at the Esomar Congress in Evian in 1962. The interviewer selection methods used...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Joan Macfarlane Smith
June 15, 1969
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Citation

Macfarlane Smith, J. (1969a, June 15). Selection and training of interviewers. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/selection-and-training-of-interviewers


Research papers

Strategic decision

Company management is often faced with the problem of choosing between strategies with a multitude of consequences whose overall effects are difficult to assess. The manager is liable to overestimate the importance of some factors of which experience...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Robert Jeanteur
June 15, 1969
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Citation

Jeanteur, R. (1969a, June 15). Strategic decision. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/strategic-decision


Research papers

A marketing information system

The complexity of modern business is such that it is sometimes necessary for us to stand back and try to find an underlying theory or concept on which to hang all the various otherwise dissociated problems and events. The purpose of this paper is to...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: David Miln
June 15, 1969
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Citation

Miln, D. (1969a, June 15). A marketing information system. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/a-marketing-information-system


Research papers

An essay in the social representations and feelings of the Paris area youth in connection with the "May revolution"

This research, worked out by a group of social psychologists and graduating students in sociology, was intended to analyse the "Movement of May” as experienced and lived by the youth from the Paris area. It is grounded on 25 interviews, carried...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Raymond Fichelet, Monique Fichelet, Nicole May, Francoise Picq, Alain Duclent, Maurice Jourdan-Laforte
June 15, 1969
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Citation

Fichelet et al. (1969a, June 15). An essay in the social representations and feelings of the Paris area youth in connection with the "May revolution". ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/an-essay-in-the-social-representations-and-feelings-of-the-paris-area-youth-in-connection-with-the-may-revolution-


Research papers

A proposal for improving the utilisation of test markets

Test markets have been strongly criticised, particularly because it is extremely difficult to project the results and obtain reliable estimates for the total market. This is especially the case in countries where markets vary considerably from region...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Gilberto Valentini
June 15, 1969
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Citation

Valentini, G. (1969a, June 15). A proposal for improving the utilisation of test markets. ANA - ESOMAR. Retrieved October 16, 2025, from


https://ana.esomar.org/documents/a-proposal-for-improving-the-utilisation-of-test-markets