Resources Library by ANA

On the analytical division of social class

As the result of a current study of British political attitudes we have been led to examine the accepted measures of class and in particular the point at which the line is usually drawn between the "middle" and "working" classes. In the summer of...

Catalogue: The European Marketing Research Review 1967

Authors: Michael Kahan, David Butler, Donald Stokes

August 1, 1967

Psycholinguistic contributions to the problem of brand names

Of all the elements which make up the brand image of a product (advertising message, package, price, etc.), the name is perhaps the least scientifically analysed. Very often, no research is undertaken on the "suitability" of a name to a product; in...

Catalogue: The European Marketing Research Review 1967

Author: Fernando Dogana

August 1, 1967

The choice of media (French)

In Section One of this article, entitled "The context of the advertising campaign" we shall show how advertising decisions form part of a series of decisions which may be set forth in the form of a "decision tree", which will make it possible to...

Catalogue: ESOMAR/WAPOR Congress 1967

Authors: Marcel Marc, Patrice Bertier

August 1, 1967

How accurately can product purchasing behaviour be measured by recall at single interview?

This paper reports some of the findings of an experimental study which Attwood Consumer Panel housewives in Great-Britain were interviewed (anonymously) on their purchasing behaviour in 12 consumer product fields being measured in the Panel diaries....

Catalogue: ESOMAR/WAPOR Congress 1967

Author: John Parfitt

August 1, 1967

Human relationships in organized holidays (French)

The travel Agency who entrusted the OFFICE TECHNIQUE DE LA VENTE with the study has met with a considerable increase of sales in the last few years. Therefore the Agency is obliged to study permanently the range of organised holidays to be proposed...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Pierre Ouvrard

August 1, 1967

Location research for shopping centers (German)

The main problems of location research are: optimum supply of the population with goods and services, preservation and securing of the functional operating of existing centres and creation of new centres in accordance with changes in consumer...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: F. W. Fickel

Company: GfK

August 1, 1967

Location research for shopping centers

The main problems of location research are: optimum supply of the population with goods and services, preservation and securing of the functional operating of existing centres and creation of new centres in accordance with changes in consumer...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: F. W. Fickel

Company: GfK

August 1, 1967

Market research and forecasting for the chemical industry

This paper reviews the present state of market research and forecasting for the chemical industry; with particular reference to trends in its use and to current efforts to develop scientific techniques for use in the most difficult part of the art :...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: B. N. Hutchesson

August 1, 1967

Is the image concept of critical importance in modern market research?

This study deals with the question "Does a relationship exist between image and purchase behaviour (in certain product fields)" or more strictly speaking: "Can the image be used as a variable to forecast purchase behaviour?". The image is defined...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Andreas Winkler

August 1, 1967