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Research papers

New products and market research

The degree of newness or innovation of a new product may vary greatly - ranging from a new brand in an established product field, which differs only slightly from existing brands in the product category, to a product involving an entirely new...

Catalogue: The European Marketing Research Review 1967
Author: Robert L. Day
August 1, 1967
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Citation

Day, R. L. (1967a, August 01). New products and market research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/new-products-and-market-research


Research papers

Research and launching of new activities

The future of any industrial firm depends mainly on its development policy. This includes finding new products or fields of activity, developing them and then introducing them on the market. Research into new products and their subsequent marketing...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Pierre Buffet
August 1, 1967
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Citation

Buffet, P. (1967a, August 01). Research and launching of new activities. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/research-and-launching-of-new-activities


Research papers

How to determine the optimum screening frequency of a movie commercial

The ensuing report deals with the film as an advertising media (movie commercial). It describes a basic experiment thanks to which it was possible, using only a minimum of data, to define and elucidate the phenomenon involved in a movie commercial 's...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: A. Morgensztern
August 1, 1967
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Citation

Morgensztern, A. (1967a, August 01). How to determine the optimum screening frequency of a movie commercial. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/how-to-determine-the-optimum-screening-frequency-of-a-movie-commercial


Research papers

Integrated media research and systems

Our paper is about the principles of data collection and usage. The integration of media and product research, the construction of a computer data bank, an explicit model of how media reach people, closer blending of media buying with media planning,...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Simon Broadbent, Susanna Segnit
August 1, 1967
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Citation

Broadbent and Segnit (1967a, August 01). Integrated media research and systems. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/integrated-media-research-and-systems


Research papers

Markets in Eastern Europe (German)

This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Berend H. Feddersen
August 1, 1967
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Citation

Feddersen, B. H. (1967a, August 01). Markets in Eastern Europe (German). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/markets-in-eastern-europe-german-


Research papers

Men and techniques (French)

Seen as structured information utilised for decision making, market studies raise human problems within the company which sometimes render difficult the transposition of conclusions into effective decisions. The search for better utilisation of...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Andre Des Royeries
August 1, 1967
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Citation

Des Royeries, A. (1967a, August 01). Men and techniques (French). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/men-and-techniques-french-


Research papers

Problems of advertising research on a new product

Is not yet sufficiently clear that where research and advertising activity are integrated in the desired way, the creative man will not be afraid of suggesting new and effective ways of using the initial results of research, trusting the reliability...

Catalogue: The European Marketing Research Review 1967
Author: Edoardo T. Brioschi
August 1, 1967
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Citation

Brioschi, E. T. (1967a, August 01). Problems of advertising research on a new product. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/problems-of-advertising-research-on-a-new-product


Research papers

Some conflicting situations in researching home and international markets

Czechoslovakia traditionally depends upon international business and nearly half of its gross national product is developed in export and import business. Scarce sources of raw materials and internal position without direct access to sea or ocean...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Jan Urbanek
August 1, 1967
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Citation

Urbanek, J. (1967a, August 01). Some conflicting situations in researching home and international markets. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/some-conflicting-situations-in-researching-home-and-international-markets


Research papers

The SCAL model

This paper will consist of two parts: In the first, I shall describe the SCAL model briefly, confining myself to the chief aspects which are necessary in order to show the value of a detailed knowledge of readership behaviour. The second and in fact...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: M. Chariot
August 1, 1967
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Citation

Chariot, M. (1967a, August 01). The SCAL model. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-scal-model