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Research papers

Market research executives in Britain

This paper examines the market research profession in Britain from two view points: who we are at present and how we provide for the continuation of the species.

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: John A. Samuels, Peter Menneer
September 1, 1974
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Citation

Samuels and Menneer (1974a, September 01). Market research executives in Britain. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/market-research-executives-in-britain


Research papers

Spatial view of data according to the TypTop method

TYPTOP is a new method of sample survey and of data processing, allowing to get a spatial view of the elements to be studied: - New or existing products; - Brands; - Advertisements; - Politicians. This method lies on the 3 following components: 1) An...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Henri Bergonier, D. Wattez
September 1, 1974
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Citation

Bergonier and Wattez (1974a, September 01). Spatial view of data according to the TypTop method. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/spatial-view-of-data-according-to-the-typtop-method


Research papers

Marketing research in planning East-West industrial co-operation

Some ideas will be discussed on the marketing research related to the East-West industrial cooperation of Companies in the West - with detailed knowledge on the situation and characteristics of the potential East partners. In the course of discussion...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Gábor Hoványi
September 1, 1974
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Citation

Hoványi, G. (1974a, September 01). Marketing research in planning East-West industrial co-operation. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/marketing-research-in-planning-east-west-industrial-co-operation


Research papers

Analyzing and forecasting world markets

This paper cites specific problems encountered in gathering and analyzing secondary data related to world markets and in using such information for preparing long-range forecasts. After a brief, general discussion on published market statistics, the...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Andrew C. Gross
September 1, 1974
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Citation

Gross, A. C. (1974a, September 01). Analyzing and forecasting world markets . ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/analyzing-and-forecasting-world-markets-


Research papers

Challenges of market research by the limits to growth

Over a period of 25 years we have experienced a steady growth of consumption and waste in our industrial societies. Now, a reversal of this trend is going on. Deficits and deficiencies of the industrial societies are growing. Crucial points in the...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Ulrich Jetter
September 1, 1974
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Citation

Jetter, U. (1974a, September 01). Challenges of market research by the limits to growth. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/challenges-of-market-research-by-the-limits-to-growth


Research papers

Marketing & the consumer

In the following paper some remarks are made about the general theory of consumerism and about studies which have been publicised. In this paper we shall show some results of the study, focussed on the relations between criticism of advertising and...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: John Knecht, Peter H. van Westendorp
September 1, 1974
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Citation

Knecht and van Westendorp (1974a, September 01). Marketing & the consumer . ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/marketing-the-consumer-


Research papers

Graduate business schools images

Within the context of brand image measurement, this paper presents the results of a comparative analysis of two methodological procedures selected for their widely different approaches towards the measurement problem. More specifically, spatial...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Bernard Dubois, Yves Evrard
September 1, 1974
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Citation

Dubois and Evrard (1974a, September 01). Graduate business schools images. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/graduate-business-schools-images


Research papers

Segmentation analysis of international markets

In this paper the role of segmentation in the international marketing planning process, and some factors affecting the choice of foreign markets and international marketing programs, will be discussed from a strategic point of view. The purpose of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Leif Lehtonen
September 1, 1974
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Citation

Lehtonen, L. (1974a, September 01). Segmentation analysis of international markets. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/segmentation-analysis-of-international-markets


Research papers

The use of marketing research in large French companies

One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Patrick Le Maire, Yves Evrard
September 1, 1974
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Citation

Le Maire and Evrard (1974a, September 01). The use of marketing research in large French companies. ANA - ESOMAR. Retrieved November 26, 2025, from


https://ana.esomar.org/documents/the-use-of-marketing-research-in-large-french-companies