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Research papers

Criteria for appreciating the value of interviews in the field of industrial research (German)

The following considerations aim at determining the criteria decisive for appreciating the value of each interview and as such for the whole study. With this in mind a study among 100 companies which may be considered as potential buyers of a special...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Karl-Heinz Strothmann
June 15, 1961
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Citation

Strothmann, K. (1961a, June 15). Criteria for appreciating the value of interviews in the field of industrial research (German). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/criteria-for-appreciating-the-value-of-interviews-in-the-field-of-industrial-research-german-


Research papers

Methods of quantification in motivation research (German)

The recognition of those motives, which, arising from the unconscious or subconscious, become motivations for a certain irrational or "illogical” attitude, is not sufficient for the planning of advertising or sales campaigns, nor even for the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Peter Smolensky
June 15, 1961
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Citation

Smolensky, P. (1961a, June 15). Methods of quantification in motivation research (German). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/methods-of-quantification-in-motivation-research-german-


Research papers

A multidimensional test for measurement and prognosis of interviewers' aptitudes (French)

The following is a report on a method to select interviewers. According to the variety of interviewer effects and errors caused by Interviewers this method had to follow a multidimensional conception. It was designed to allow: 1. A proper selection...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Otto Walter Haseloff
June 15, 1961
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Citation

Haseloff, O. W. (1961a, June 15). A multidimensional test for measurement and prognosis of interviewers' aptitudes (French). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/a-multidimensional-test-for-measurement-and-prognosis-of-interviewers-aptitudes-french-


Research papers

An approach to measuring advertising effectiveness

The project described in this paper, which the British Market Research Bureau is carrying out on behalf of the J. Walter Thompson Company and its clients, is an attempt systematically to collect and interrelate a number of partial measures of the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Authors: John Downham, Timothy Joyce
June 15, 1961
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Citation

Downham and Joyce (1961a, June 15). An approach to measuring advertising effectiveness. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/an-approach-to-measuring-advertising-effectiveness


Research papers

Southeast Asia

Governments - new and almost new - are confronted with the immediate need of knowing what policies are acceptable to whom and under what terms. This need is not always recognized. Yet a recent statement by a Cabinet Minister in one country that...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Emily Lewis Jones
June 15, 1961
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Citation

Jones, E. L. (1961a, June 15). Southeast Asia. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/southeast-asia


Research papers

Forecasting in consumer research (French)

Everybody who is engaged in providing goods or services wants to act upon the American saying, "Buy today the newspaper of tomorrow". For this purpose he turns to the market researcher. If no clear answers can be found for the basic questions, he...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Charles Schlaepfer
June 15, 1961
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Citation

Schlaepfer, C. (1961a, June 15). Forecasting in consumer research (French). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/forecasting-in-consumer-research-french-


Research papers

Factor analysis as a basis for advertising evaluation (French)

We report on a factorial advertisements analysis, a study applying the mathematical/psychological process of the factor analysis to descriptive characteristics and resonance values of advertisements in German periodicals. As material for about 6,000...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: K. F. Flockenhaus
June 15, 1961
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Citation

Flockenhaus, K. F. (1961a, June 15). Factor analysis as a basis for advertising evaluation (French). ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/factor-analysis-as-a-basis-for-advertising-evaluation-french-


Research papers

Group testing in the service of market research

The testing of groups of people, under rigorously controlled condition, has considerable potential as a tool of market research, In saying this, I am not referring to the use of small groups (of 6-8 people) for discussion purposes. What I am writing...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: William A. Belson
June 15, 1961
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Citation

Belson, W. A. (1961a, June 15). Group testing in the service of market research. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/group-testing-in-the-service-of-market-research


Research papers

Research and the advertising agency

The problem which this paper treats is one which has existed since the concept of the "service agency" was developed. It exists to a greater or lesser extent in fields other than research, (e.g. packaging or merchandising), but we shall concentrate...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Harry E. Stone
June 15, 1961
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Citation

Stone, H. E. (1961a, June 15). Research and the advertising agency. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/research-and-the-advertising-agency