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Research papers

Below the surface of opinion polls

The following is a short sketch of my view of political opinion polls and of the use of surveys as an instrument of political strategy.

Catalogue: Seminar 1986: Opinion Polls
Author: Bö Bäckman
June 15, 1986
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Citation

Bäckman, B. (1986a, June 15). Below the surface of opinion polls. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/below-the-surface-of-opinion-polls


Research papers

Concept research in industrial products and advertising

The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Susana Tisler
June 15, 1986
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Citation

Tisler, S. (1986a, June 15). Concept research in industrial products and advertising. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/concept-research-in-industrial-products-and-advertising


Research papers

Election research and the climate of opinion

The main thesis of this paper is that we have taken a new step toward understanding democratic elections since the early seventies. We are now in a position to understand the influence of processes of public opinion on voting behavior. The new...

Catalogue: Seminar 1986: Opinion Polls
Author: Elisabeth Noelle-Neumann
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1986
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Citation

Noelle-Neumann, E. (1986a, June 15). Election research and the climate of opinion. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/election-research-and-the-climate-of-opinion


Research papers

The contribution of qualitative methodology to creative advertising

This paper discusses the contribution of qualitative research methodology to producing advertising that is both effective and creative. The argument links three main areas: 1) Changes in the models of how advertising works: away from transportation...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Judie Lannon
June 15, 1986
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Citation

Lannon, J. (1986a, June 15). The contribution of qualitative methodology to creative advertising. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-methodology-to-creative-advertising


Research papers

Overseas research

The paper relates a case history involving the development of a new range of small Philips colour televisions for overseas territories i.e. those outside Europe, the U.S.A. and Japan. Whilst such markets differ enormously, there are certain common...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Authors: Anton C. Jacobs, David N. Aldridge
Company: Philips International
June 15, 1986
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Citation

Jacobs and Aldridge (1986a, June 15). Overseas research. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/overseas-research


Research papers

Future information technology

This paper describes recent developments in the application of high technology to the collection and utilisation of information for marketing decision makers. Since this technology has been applied to single-source data designs for advertising...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: Laurence N. Gold
Company: Nielsen
June 15, 1986
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Citation

Gold, L. N. (1986a, June 15). Future information technology. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/future-information-technology


Research papers

High tech test marketing

At the Campbell Soup Company, we are using the new technologies - UPC scanners at retail checkouts and individually targetable television - to maintain our new product track record. They produce a state of the art test marketing environment that...

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: William B. Boundy (Jr.)
June 15, 1986
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Citation

Boundy (Jr.), W. B. (1986a, June 15). High tech test marketing. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/high-tech-test-marketing


Research papers

How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar

The paper describes a qualitative research project on sugar which was carried out in Italy in 1982. In the years immediately prior to the survey overall sugar sales in Italy had begun to decline slightly while the product had been acquiring negative...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Graziella Messina
June 15, 1986
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Citation

Messina, G. (1986a, June 15). How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar. ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/how-qualitative-methods-of-research-contributed-to-creating-a-communicational-campaign-to-modify-the-image-of-sugar


Research papers

Brand image and global corporate identity (German)

This paper shows which similarities exist between consumers of the same type, even if these live in totally different countries e.g. Germany, France and in USA. The client's hypothesises about different brand images in various countries proved to be...

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making
Author: Herbert Wettig
Company: Compagnon Marktforschung GmbH & Co. KG
June 15, 1986
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Citation

Wettig, H. (1986a, June 15). Brand image and global corporate identity (German). ANA - ESOMAR. Retrieved April 01, 2026, from


https://ana.esomar.org/documents/brand-image-and-global-corporate-identity-german-