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Research papers

Market research in the USSR: Reducing its costs and improving quality

The paper describes effective methods of solving problems that appeared in the durable consumer goods market (TV-sets) in the early 70's. In spite of time limitations the research program was successfully carried out at a rather low cost. The studies...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: B. A. Soloviov, A. B. Feldman, B. A. Khramtsov
September 1, 1978
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Citation

Soloviov, Feldman and Khramtsov (1978a, September 01). Market research in the USSR: Reducing its costs and improving quality . ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/market-research-in-the-ussr-reducing-its-costs-and-improving-quality-


Research papers

Covering non-response: Does it pay?

This paper deals with the results which can be expected when an intensive effort is made to attain the highest representative portrayal of the population studied, by means of eliminating non-response. The findings are based on a study in which...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Emile M. C. van Westerhoven
September 1, 1978
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Citation

van Westerhoven, E. M. (1978a, September 01). Covering non-response: Does it pay? . ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/covering-non-response-does-it-pay-


Research reports

Qualitative research on Impulse

Impulse, a perfumed deodorant, is marketed successfullyin various other countries. The Company has decidedto test market the brand in the UK. There is atpresent no similar product on the market, so Impulsewill have to create its own market.The...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1978
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Citation

, C. (1978a, September 01). Qualitative research on Impulse. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/qualitative-research-on-impulse


Research papers

Implementation of marketing models

In efforts to improve "the return on capital invested in market and social research" models can play an important role. To this end models have to be built which can and will be used in private industry or in the public sector, that is, implementable...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Philippe Autor Naert, Peter S.H. Leeflang
September 1, 1978
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Citation

Naert and Leeflang (1978a, September 01). Implementation of marketing models. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/implementation-of-marketing-models


Case studies

Parallel views regarding the case of an East-West industrial cooperation

The case study summarizes the basic conceptions, advantages, risks and most important facts of the cooperation of ICI and a Hungarian company, TVM. After stressing the importance and sketching the types of international industrial cooperations, the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: P. S. Ellis, Gábor Hoványi
September 1, 1978
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Citation

Ellis and Hoványi (1978a, September 01). Parallel views regarding the case of an East-West industrial cooperation. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/parallel-views-regarding-the-case-of-an-east-west-industrial-cooperation


Research papers

A low-cost approach to the development of a new sales management tool (French)

The problem we had to resolve was of the simplest kind - the kind that can be handled in a matter of seconds by referring either to experience or to the findings of a survey panel, at least for a business working in ordinary kinds of market: that of...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Michel Barjanski, Jean-Louis Laborie
September 1, 1978
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Citation

Barjanski and Laborie (1978a, September 01). A low-cost approach to the development of a new sales management tool (French). ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/a-low-cost-approach-to-the-development-of-a-new-sales-management-tool-french-


Research papers

Are telephone interviews a useful alternative in image research?

Sceptical opinions have been voiced about the use of telephone interviews, in spite of its advantages. In particular in countries with a low degree of telephone penetration the lower representativity of the sample and consequently, poorer survey...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Tjarko H. Veldman
September 1, 1978
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Citation

Veldman, T. H. (1978a, September 01). Are telephone interviews a useful alternative in image research?. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/are-telephone-interviews-a-useful-alternative-in-image-research-


Research papers

Quality versus quantity (German)

The studies we want to speak about are: Firstly, a continuous quantitative observation of performance indicators from 1970 to 1975 mainly aimed at monitoring trends. The sample consisted of 400 representatively-selected radio and television dealers...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Johanna Von Rónai-Horváth, Hans-Joachim Büttner
September 1, 1978
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Citation

Von Rónai-Horváth and Büttner (1978a, September 01). Quality versus quantity (German). ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/quality-versus-quantity-german-


Research papers

A proposal to evaluate research projects

One of the most important responsibilities of decision makers and also of research managers, including marketing and social research managers as well, is to select the best research projects among alternative ones to be undertaken. To determine the...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Kemal Kurtulu
September 1, 1978
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Citation

Kurtulu, K. (1978a, September 01). A proposal to evaluate research projects. ANA - ESOMAR. Retrieved January 31, 2026, from


https://ana.esomar.org/documents/a-proposal-to-evaluate-research-projects