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Research papers

The tour operator's point of view

The past decade has seen an enormous growth in the number of persons from the United Kingdom taking an annual holiday outside the country. Within an overall growth of the market, the most prominent feature has been the increase in the number of...

Catalogue: Seminar 1967: Travel and Tourism
Author: Peter B. Mooney
June 15, 1967
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Citation

Mooney, P. B. (1967a, June 15). The tour operator's point of view . ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/the-tour-operator-s-point-of-view-


Research papers

How advertising works

I am delighted to have this opportunity to share opinions with you in a discussion of how advertising works. It is a subject of much discussion and little agreement. A useful starting point in considering how advertising works is to reflect briefly...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
June 15, 1967
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Citation

Lockwood, T. C. (1967a, June 15). How advertising works. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/how-advertising-works


Research papers

Some people are more equal than others

I want to express my concern that we should avoid at all costs the error of supposing that advertising only works one way and that the best way to communicate with people and motivate them to action is constant between people and between situations....

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Julia Ann Burdus
June 15, 1967
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Citation

Burdus, J. (1967a, June 15). Some people are more equal than others. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/some-people-are-more-equal-than-others


Research papers

Summary

The Seminar on Market Research and Tourism is coming to an end. Let me briefly summarise its achievements. The thing that has impressed me most at this seminar was the difference between the almost unlimited optimism of the air transport companies...

Catalogue: Seminar 1967: Travel and Tourism
Author: Werner Wyss
June 15, 1967
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Citation

Wyss, W. (1967a, June 15). Summary. ANA - ESOMAR. Retrieved October 28, 2025, from


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


Research papers

In reply to mr. Stapel

Mr. Stapel has found a positive correlation between recall and behaviour. Now facts are facts and facts are holy. Let's further assume that his interpretation of what he found is correct. Now other researchers have done work on the relationship...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Stapel. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/in-reply-to-mr-stapel


Research papers

Breaking through the communication barriers

I will leave to your own historians a summary of the contribution market research has made and confine my remarks to the contribution market research can make. In my opinion your most important contribution can be summed up in a single word, and that...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Russell H. Colley
June 15, 1967
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Citation

Colley, R. H. (1967a, June 15). Breaking through the communication barriers. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/breaking-through-the-communication-barriers


Research papers

Post testing and pre testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pretest advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Jan Stapel
Company: NIPO
June 15, 1967
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Citation

Stapel, J. (1967a, June 15). Post testing and pre testing consumer behavior caused by advertising. ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/post-testing-and-pre-testing-consumer-behavior-caused-by-advertising


Research papers

Retail audit techniques applied to travel research

The difficulties of framing precise questions and of accurately interpreting the answer - in fact the difficulties of communication - are basic hurdles for the market researchers - even when we talk among ourselves. These difficulties are compounded...

Catalogue: Seminar 1967: Travel and Tourism
Author: W. David
June 1, 1967
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Citation

David, W. (1967a, June 01). Retail audit techniques applied to travel research . ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/retail-audit-techniques-applied-to-travel-research-


Research papers

Secondary analysis, an instrument of market research in tourism

In all spheres of the economy market research constitutes a problem arising out of the need for information, on the one hand, and the cost of information on the other. As for market research in the tourist industry, it can no longer be disputed that...

Catalogue: Seminar 1967: Travel and Tourism
Authors: Klaus G. Sommer, H. Stegemann
June 1, 1967
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Citation

Sommer and Stegemann (1967a, June 01). Secondary analysis, an instrument of market research in tourism . ANA - ESOMAR. Retrieved October 28, 2025, from


https://ana.esomar.org/documents/secondary-analysis-an-instrument-of-market-research-in-tourism-