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Research papers

The myth of the percentage sample

This paper has argued that the sample size necessary in a survey does not primarily depend upon the size of the population from which the sample is to be drawn, but from other factors concerning the basic characteristics of the population and the...

Catalogue: The European Marketing Research Review 1970
Author: P. G. Moore
June 15, 1970
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Citation

Moore, P. G. (1970a, June 15). The myth of the percentage sample. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/the-myth-of-the-percentage-sample


Research papers

Problems and methods of technical forecasting

The significance of technological forecasting for an individual business lies above all in the designation of 'production-targets' within the framework of a long-term project. By this we mean the positive appointment of possible future areas of...

Catalogue: The European Marketing Research Review 1970
Author: Klaus Brockhoff
June 15, 1970
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Citation

Brockhoff, K. (1970a, June 15). Problems and methods of technical forecasting. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/problems-and-methods-of-technical-forecasting


Research papers

Market segmentation

From the commencement of this seminar the question arose as to how to define the concept segmentation . The definition of concepts seems to me to be a basic duty. Doubtless there is a time when it is unnecessary, or even harmful. Such a case is when...

Catalogue: The European Marketing Research Review 1970
Author: Jacques Durand
June 15, 1970
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Citation

Durand, J. (1970a, June 15). Market segmentation. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/market-segmentation


Research papers

A simulation model of doctors' prescribing behaviour

In recent years there has been growing interest among marketing management in the possibilities of using quantitative techniques as aids to decision making. This interest is reaching epidemic proportions in many industries not least the...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: I. S. Miller
June 15, 1970
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Citation

Miller, I. S. (1970a, June 15). A simulation model of doctors' prescribing behaviour . ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/a-simulation-model-of-doctors-prescribing-behaviour-


Case studies

Segmentation of doctors: A case study

Since this conference is concerned with doctor typology, the emphasis of the paper will be in terms of describing, using one particular case-history as a vehicle, the concepts behind the use of one specific technique (or rather 'duo' of techniques)...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: Ken M.H. Coleman, E. Eastman, R. F. Malcom, Ian Jarvis
June 15, 1970
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Citation

Coleman, Eastman, Malcom and Jarvis (1970a, June 15). Segmentation of doctors: A case study. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/segmentation-of-doctors-a-case-study


Research papers

Stratification of consumption

The object of this paper is to analyse some of the relationships which exist between social status and prestige, on the one hand, and consumers' behaviour, on the other.

Catalogue: The European Marketing Research Review 1970
Author: Gunter Wiswede
June 15, 1970
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Citation

Wiswede, G. (1970a, June 15). Stratification of consumption. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/stratification-of-consumption


Research papers

Observation

To most people "market research" means the concept of questioning by which a picture of the market is built up by representative methods. Even though by far the greatest number of surveys are carried out by means of questionnaires, this is not the...

Catalogue: The European Marketing Research Review 1970
Author: Georg Tolken
June 15, 1970
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Citation

Tolken, G. (1970a, June 15). Observation. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/observation


Research papers

The attitude of Israeli doctors towards domestic vis-a-vis imported drugs

This study deals with doctors perceptions, images, attitudes, behaviour and usage habits as they are related to the subject of "Imported vs. Local Drugs". The study was conducted on a personal interview basis with a sample of 400 regular...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: Jacob Levy, Ian Jarvis
June 15, 1970
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Citation

Levy and Jarvis (1970a, June 15). The attitude of Israeli doctors towards domestic vis-a-vis imported drugs . ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/the-attitude-of-israeli-doctors-towards-domestic-vis-a-vis-imported-drugs-


Research papers

The art of asking 'why'

It is a common misconception to view motivational (or qualitative) research as a special brand of market research. But, primarily, it is not a special branch of knowledge or methodology, but a skill. Some people have more aptitude for it than others...

Catalogue: The European Marketing Research Review 1970
Author: Leslie Collins
June 15, 1970
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Citation

Collins, L. (1970a, June 15). The art of asking 'why'. ANA - ESOMAR. Retrieved June 25, 2025, from


https://ana.esomar.org/documents/the-art-of-asking-why-