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Research papers

Statistics and significance testing

In this chapter, the emphasis will be on the ‘analysis and interpretation’ aspects of statistics dealing mainly with simple descriptive measures calculated from survey data and the testing of hypotheses about those data. The more advanced...

Catalogue: Consumer Market Research Handbook
Author: Paul Harris
August 1, 1986
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Citation

Harris, P. (1986a, August 01). Statistics and significance testing. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/statistics-and-significance-testing


Research papers

Television media research

This chapter concentrates upon research to measure television audiences in relation to the use of television as an advertising medium. The general principles of audience research discussed here also apply to the measurement of programme audiences and...

Catalogue: Consumer Market Research Handbook
Author: Tony Twyman
August 1, 1986
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Citation

Twyman, T. (1986a, August 01). Television media research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/television-media-research


Research papers

Sampling

This chapter sets out to explain the concepts behind the use of sampling in market research. It outlines some of the main options available to the survey designer and discusses the way sampling is carried out in practice. More complex topics are only...

Catalogue: Consumer Market Research Handbook
Author: Martin Alan Collins
August 1, 1986
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Citation

Collins, M. A. (1986a, August 01). Sampling. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/sampling-2879


Research papers

Segmenting and constructing markets

The purpose of this chapter is to provide an outline of some prominent issues in the area. There is particular emphasis upon marketing considerations and applications. The marketing man can be faced nowadays with bewildering volumes of data, gathered...

Catalogue: Consumer Market Research Handbook
Author: Tony Lunn
August 1, 1986
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Citation

Lunn, T. (1986a, August 01). Segmenting and constructing markets. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/segmenting-and-constructing-markets


Research papers

Introduction

The role of market research is to make marketing operations more efficient and profitable, by improving the quality of planning and decision taking. This is the only way in which market research can justify itself. The following chapters, therefore,...

Catalogue: Consumer Market Research Handbook
Author: John Downham
August 1, 1986
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Citation

Downham, J. (1986a, August 01). Introduction. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/introduction-2865


Research papers

Market modelling

Modelling is a diverse and complex area. It is also a controversial one. For more than two decades, researchers have developed and adapted models of widely differing kinds, ranging from econometric systems designed to forecast changes at the global...

Catalogue: Consumer Market Research Handbook
Authors: Chris Blamires, David Seaman, Tony Lunn
August 1, 1986
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Citation

Blamires, Seaman and Lunn (1986a, August 01). Market modelling. ANA - ESOMAR. Retrieved October 15, 2025, from


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


Research papers

Market research in the financial field

Financial market research covers two main types of work: (a) Survey research tor financial institutions among audiences of relevance to them. This includes surveys among customers, both personal and corporate, and potential customers of banks,...

Catalogue: Consumer Market Research Handbook
Authors: John F. Swift, Roger J. Stubbs
August 1, 1986
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Citation

Swift and Stubbs (1986a, August 01). Market research in the financial field. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/market-research-in-the-financial-field


Research papers

Editing, coding and processing of market research data

In earlier chapters techniques have been described for obtaining market research data. These techniques provide raw disaggregated data. Before this can be used it must be converted from its raw state into finished tabulations. These show the findings...

Catalogue: Consumer Market Research Handbook
Author: Geoffrey W. Roughton
August 1, 1986
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Citation

Roughton, G. W. (1986a, August 01). Editing, coding and processing of market research data. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/editing-coding-and-processing-of-market-research-data


Research papers

Multivariate analysis of market research data

Most multivariate techniques require an immense number of calculations which, whilst not beyond the resources of clerks and adding machines, are more quickly and economically carried out by computer. It is not my intention in this chapter to dwell at...

Catalogue: Consumer Market Research Handbook
Author: C. Holmes
August 1, 1986
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Citation

Holmes, C. (1986a, August 01). Multivariate analysis of market research data. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/multivariate-analysis-of-market-research-data