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Research papers

Philip Morris uses research based sales promotion

Sales promotion is an integral instrument and not just a minor advertising accessory. The paper presents a case history: The 1967 Sales Promotion Campaign conducted in France for Philip Morris by Bernard Krief Promotion The following phases will be...

Catalogue: ESOMAR Congress 1968
Author: Bernard Krief
June 15, 1968
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Citation

Krief, B. (1968a, June 15). Philip Morris uses research based sales promotion. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/philip-morris-uses-research-based-sales-promotion


Research papers

Predicting effects of brand name and consumer proposition on consumer purchase decisions

A pre-test study set out to predict which of three versions of a new Lever Brothers product was most likely to be successful. All three products were test-marketed. The paper reports this case history and discusses the following: The role of...

Catalogue: ESOMAR Congress 1968
Authors: John M. Caffyn, Alison Loyd
June 15, 1968
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Citation

Caffyn and Loyd (1968a, June 15). Predicting effects of brand name and consumer proposition on consumer purchase decisions. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/predicting-effects-of-brand-name-and-consumer-proposition-on-consumer-purchase-decisions


Research papers

Store location development studies in the Republic of Slovenia

This paper shows not only the development of the retail trade in Slovenia as a consequence of rapid urbanisation but also some methods of research work and their application to the field of the spatial distribution of retail establishments.

Catalogue: ESOMAR Congress 1968
Author: Lidija Podbregar-Vasle
June 15, 1968
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Citation

Podbregar-Vasle, L. (1968a, June 15). Store location development studies in the Republic of Slovenia. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/store-location-development-studies-in-the-republic-of-slovenia


Research papers

Postal contact

Lack of information and an absence of objectively critical opinions from sociologists and marketing men have led to the present situation whereby personal contact is canonised and used as a criterion of the validity of postal contact. Referring to...

Catalogue: ESOMAR Congress 1968
Author: Hakan K. E. Karlsson
June 15, 1968
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Citation

Karlsson, H. K. (1968a, June 15). Postal contact. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/postal-contact


Research papers

The revolution in test marketing

The presentation focuses on the use of marketing experimental techniques by most of the Major United States grocery and drug product companies. It will be based on over 100 marketing experiments and simulations. fhree significant improvements in...

Catalogue: ESOMAR Congress 1968
Author: David Harding
June 15, 1968
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Citation

Harding, D. (1968a, June 15). The revolution in test marketing . ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-revolution-in-test-marketing-


Research papers

Infrastructure for the collection of data without coding (French)

The swift adaptation of digital computer programs and languages to public opinion poll data processing has revolutionized the working methods of market research firms. However, while the data processing methods have undergone radical changes, the...

Catalogue: ESOMAR Congress 1968
Author: Theodore Tatarczuk
June 15, 1968
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Citation

Tatarczuk, T. (1968a, June 15). Infrastructure for the collection of data without coding (French). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/infrastructure-for-the-collection-of-data-without-coding-french-


Research papers

Experiments in merging surveys (French)

When the results of two surveys based on various samples are to be used simultaneously, a merged file will be generated by grouping individuals from both origins, according to certain criteria. If the explained variables (behavioural), special to...

Catalogue: ESOMAR Congress 1968
Author: Jean-François Boss
June 15, 1968
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Citation

Boss, J. (1968a, June 15). Experiments in merging surveys (French). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/experiments-in-merging-surveys-french-


Research papers

Problems in communicating the results of market segmentation studies

Segmented marketing is likely to replace traditional mass marketing techniques in many product fields in the future. This development will involve market researchers more frequently in what are usually described as market segmentation studies. Yet...

Catalogue: ESOMAR Congress 1968
Authors: Jacqueline Twigg, Alan Wolfe
Company: Ogilvy
June 15, 1968
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Citation

Twigg and Wolfe (1968a, June 15). Problems in communicating the results of market segmentation studies. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/problems-in-communicating-the-results-of-market-segmentation-studies


Research papers

The Daphne language and its use in market studies

DAPHNE is a programming language for file analysis. Most of the operations currently used in file analysis can be easily programmed in DAPHNE. Among these operations are percentages, valuation, selection, editing and output of the results. This paper...

Catalogue: ESOMAR Congress 1968
Authors: G. Letellier, P. Mathelot
June 15, 1968
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Citation

Letellier and Mathelot (1968a, June 15). The Daphne language and its use in market studies. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-daphne-language-and-its-use-in-market-studies