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Research papers

What are the problems facing business firms?

During 1962, my company - The Paul PLANUS organisation - carried out a survey on a sample of one in a hundred French business firms. Interviews were conducted with 160 firms. The purpose of the survey was to obtain information on the problems facing...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Yves Fournis
August 1, 1967
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Citation

Fournis, Y. (1967a, August 01). What are the problems facing business firms?. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/what-are-the-problems-facing-business-firms-


Research papers

Trends in buying habits in relation to the planned dispersion of shopping centres (French)

The aim of the survey we are about to describe, was to assess the present situation with regard to the buying habits adopted by families resident in the Greater Paris area and to outline likely future developments in this field. We shall deal with...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: A. Desjonqueres, R. Jeanteur
August 1, 1967
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Citation

Desjonqueres and Jeanteur (1967a, August 01). Trends in buying habits in relation to the planned dispersion of shopping centres (French). ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/trends-in-buying-habits-in-relation-to-the-planned-dispersion-of-shopping-centres-french-


Research papers

Company image research as a basis for umbrella advertising

Company image research is generally thought of in connection with manufacturers of industrial products, air lines, banks and other institutions, and with objectives such as obtaining the attitude of the trade, investors and employees. Relatively...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Paul Howard Berent
August 1, 1967
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Citation

Berent, P. H. (1967a, August 01). Company image research as a basis for umbrella advertising. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/company-image-research-as-a-basis-for-umbrella-advertising


Research papers

Motivational rivalries and corporate compartmentation

Coherence between strategy and policies. Psycho-sociological studies to be undertaken and methods to be applied for diagnostic purposes. Study of bases of corporate communications, and communications barriers. Personnel motivations and corporate...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Guy Serraf
August 1, 1967
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Citation

Serraf, G. (1967a, August 01). Motivational rivalries and corporate compartmentation. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/motivational-rivalries-and-corporate-compartmentation


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: The European Marketing Research Review 1967
Author: Bernard Warner
August 1, 1967
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Citation

Warner, B. (1967a, August 01). Operational research, market research and advertising. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/operational-research-market-research-and-advertising-464


Research papers

Publicity writ small

In 1959 , Prof. Behrens had already drawn attention to the long existing but still not fully recognised difference between field research and economic market research. Since then, this difference has become increasingly an integral part of the theory...

Catalogue: The European Marketing Research Review 1967
Author: E. W. Uherek
August 1, 1967
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Citation

Uherek, E. W. (1967a, August 01). Publicity writ small. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/publicity-writ-small


Research papers

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
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Citation

Kahan, Butler and Stokes (1967a, August 01). On the analytical division of social class. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/on-the-analytical-division-of-social-class


Research papers

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
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Citation

Dogana, F. (1967a, August 01). Psycholinguistic contributions to the problem of brand names. ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/psycholinguistic-contributions-to-the-problem-of-brand-names


Research papers

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
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Citation

Marc and Bertier (1967a, August 01). The choice of media (French). ANA - ESOMAR. Retrieved October 14, 2025, from


https://ana.esomar.org/documents/the-choice-of-media-french-