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Research papers

The marketing management of research and development

There are many difficulties to be overcome when the attempt is made to introduce market research techniques into R&D. It is not only the resistance of technically minded scientists and managements, but the subject matter itself is full of pitfalls....

Catalogue: ESOMAR Congress 1966
Author: Max K. Adler
September 1, 1966
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Citation

Adler, M. K. (1966a, September 01). The marketing management of research and development. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/the-marketing-management-of-research-and-development


Research papers

What causes contestants to participate in open contests?

In recent years the open contest has evolved as a preferred method of sales promotion. In West Germany alone, advertisers have spent more than 100 million DM in the last three years for conducting contests. The range of problems within the area of...

Catalogue: ESOMAR Congress 1966
Author: Berend H. Feddersen
September 1, 1966
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Citation

Feddersen, B. H. (1966a, September 01). What causes contestants to participate in open contests?. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/what-causes-contestants-to-participate-in-open-contests-


Research papers

Predicting media schedule effectiveness by the "media planex" method

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method


Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French)

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966
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Citation

Matricon, C. (1966a, September 01). Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French). ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/demonstration-of-a-new-factor-for-discrimination-of-types-of-behaviour-in-connection-with-buying-attitudes-towards-new-products-and-reactions-to-publicity-french-


Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966
×

Citation

Matricon, C. (1966a, September 01). Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/demonstration-of-a-new-factor-for-discrimination-of-types-of-behaviour-in-connection-with-buying-attitudes-towards-new-products-and-reactions-to-publicity


Research papers

Test marketing

The case for test marketing is now widely accepted, and most of us here have been involved in carrying out research for test markets. The risks associated with modern mass marketing are so considerable that manufacturers gladly avail themselves of...

Catalogue: ESOMAR Congress 1966
Author: David Brown
September 1, 1966
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Citation

Brown, D. (1966a, September 01). Test marketing. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/test-marketing


Research papers

Forecasting shipbuilding capacity and potential output in the leading countries of the world

This technique of Industrial Market Forecasting was developed from and is illustrated by a survey and forecast of the output and capacity of the ship building industry of eleven leading centres of the world, undertaken in October 1963. The. survey...

Catalogue: ESOMAR Congress 1966
Author: C. Gray
September 1, 1966
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Citation

Gray, C. (1966a, September 01). Forecasting shipbuilding capacity and potential output in the leading countries of the world . ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/forecasting-shipbuilding-capacity-and-potential-output-in-the-leading-countries-of-the-world-


Research papers

A new look at old data

The conventional methods of analysing market research data are useful, but have their limitations. They consist, usually, of the construction and examination of one-way tables by characteristics like social class, age of housewife etc., together with...

Catalogue: ESOMAR Congress 1966
Author: Stephan Buck
September 1, 1966
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Citation

Buck, S. (1966a, September 01). A new look at old data. ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/a-new-look-at-old-data


Research papers

The solution of problems pertaining to the organization of market research for industrial products (French)

The aims of the present report are to present the problems which are particularly relative to the organization of market research in the field of industry, and to proceed to examine the corresponding solutions. The "EUROPLASTICS" research project,...

Catalogue: ESOMAR Congress 1966
Authors: Pierre Aviron, P. Lenoir
September 1, 1966
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Citation

Aviron and Lenoir (1966a, September 01). The solution of problems pertaining to the organization of market research for industrial products (French). ANA - ESOMAR. Retrieved June 20, 2025, from


https://ana.esomar.org/documents/the-solution-of-problems-pertaining-to-the-organization-of-market-research-for-industrial-products-french-