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Research papers

Market research in The Netherlands

A Dutch association of market researchers was established in May 1963. On 15th October 1963 the first meeting devoted to market research was organized in Scheveningen. Some 400 people took part representing a large number of Dutch industries,...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Marijn Veraart
June 15, 1965
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Citation

Veraart, M. (1965a, June 15). Market research in The Netherlands. ANA - ESOMAR. Retrieved November 12, 2025, from


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


Research papers

Trends in test marketing research

One of the sacred institutions of American grocery and drug product marketing today is the test market. Virtually no products ai-e extended to national distribution and placed into major product runs without extensive test market ing experience. The...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: David Harding
June 15, 1965
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Citation

Harding, D. (1965a, June 15). Trends in test marketing research. ANA - ESOMAR. Retrieved November 12, 2025, from


https://ana.esomar.org/documents/trends-in-test-marketing-research


Research papers

The uses of consumer panels for media research

This paper illustrates some of the results end advantages of obtaining Readership and TV viewing measurements from the housewives in continuous, reporting Consumer Panels. The data are drawn from the experience gained from the Attwood Consumer Panel...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: John Parfitt
June 15, 1965
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Citation

Parfitt, J. (1965a, June 15). The uses of consumer panels for media research. ANA - ESOMAR. Retrieved November 12, 2025, from


https://ana.esomar.org/documents/the-uses-of-consumer-panels-for-media-research


Research papers

Operational research, market research and advertising

The distinction between operational research (OR) and market research is a clear one. The task of operational research is to predict and compare the outcomes of alternative management plans and decisions; the distinctive approach is to develop models...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Bernard Warner
June 15, 1965
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Citation

Warner, B. (1965a, June 15). Operational research, market research and advertising. ANA - ESOMAR. Retrieved November 12, 2025, from


https://ana.esomar.org/documents/operational-research-market-research-and-advertising


Research papers

Telpex research

'Telpex' research is a fast low-cost method of pre-testing tv advertisements, ideas for tv campaigns and and ideas for new products. The technique has been developed by the London Press Exchange Ltd. and has been used successfully for more than a...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: John M. Caffyn
June 15, 1965
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Citation

Caffyn, J. M. (1965a, June 15). Telpex research. ANA - ESOMAR. Retrieved November 12, 2025, from


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


Research papers

Measuring and predicting sales effectiveness of advertisements

Is there any possibility to directly trace back turnover increases to the effect of certain advertising measures? or: Is it possible to measure or predict concrete sales effectiveness of advertising measures? or: Which profits bring this or the other...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Uwe Johannsen, Heinz Alpers, Paul Howard Berent
April 1, 1965
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Citation

Johannsen, Alpers and Berent (1965a, April 01). Measuring and predicting sales effectiveness of advertisements . ANA - ESOMAR. Retrieved November 12, 2025, from


https://ana.esomar.org/documents/measuring-and-predicting-sales-effectiveness-of-advertisements-


Research papers

Experiments in comparative content of copy-test

Let list all the copy-test methods which we Included in our research programme. One of the methods has been used since 1961 in our agency, the other tests are such offered by market research institutes as standardised methods. The tests described in...

Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
September 7, 1964
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Citation

Alpers, H. (1964a, September 07). Experiments in comparative content of copy-test. ANA - ESOMAR. Retrieved November 12, 2025, from


https://ana.esomar.org/documents/experiments-in-comparative-content-of-copy-test


Research papers

Setting targets in advertising research

In this paper I have presented some of the first results of a systematic analysis of data which has been collected as part of a continuing survey to measure advertising communication. The results have been confined to measurements taken at a single...

Catalogue: ESOMAR Congress 1964
Author: Timothy Joyce
June 15, 1964
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Citation

Joyce, T. (1964a, June 15). Setting targets in advertising research. ANA - ESOMAR. Retrieved November 12, 2025, from


https://ana.esomar.org/documents/setting-targets-in-advertising-research


Research papers

Some applications of operational research to the problem of advertising

Management decision in the field of advertising is typically concerned with problems such as the size of the advertising budget, how the outlay should he distributed over time and within regions, what type of messages should be used and what media...

Catalogue: ESOMAR Yearbook 1963-1964
Author: David Lowe-Watson
June 15, 1964
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Citation

Lowe-Watson, D. (1964a, June 15). Some applications of operational research to the problem of advertising. ANA - ESOMAR. Retrieved November 12, 2025, from


https://ana.esomar.org/documents/some-applications-of-operational-research-to-the-problem-of-advertising