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Research papers

Use of the marketing experiment in the market development for new products

The study we were asked to carry out was related to a specific promotional strategy that the interested company had developed for a product included in its line. Objective of the study was to test by experiment the efficiency of this strategy in view...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Domenico d'Angelo
June 15, 1963
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Citation

d'Angelo, D. (1963a, June 15). Use of the marketing experiment in the market development for new products. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/use-of-the-marketing-experiment-in-the-market-development-for-new-products


Research papers

Is the tree-test applicable as auxiliary mean for poll-research?

In poll-research we have increasingly to solve functions concerning the character of people. In order to do this we need suitable methods for diagnoses, but specially such methods which are applicable to our current polls, and not only to...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Erp Ring
Company: Institut für Demoskopie Allensbach GmbH
June 15, 1963
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Citation

Ring, E. (1963a, June 15). Is the tree-test applicable as auxiliary mean for poll-research?. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/is-the-tree-test-applicable-as-auxiliary-mean-for-poll-research-


Research papers

The use of retailer panel for test marketing

The use of retail panels for measuring, the impact of a new brand on the market, is an invaluable and indispensable method. A new brand must, if successful, make a measurable difference to the existing market, though how far test market results can...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Henry Nowik
June 15, 1963
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Citation

Nowik, H. (1963a, June 15). The use of retailer panel for test marketing. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-use-of-retailer-panel-for-test-marketing


Research papers

An approach to the assessment of press schedules

Press schedules need to be assessed in two respects. The first and most obvious of these is the question whether or not the money available has been disposed in the most efficient way, having regard to the advertising objectives. The technique...

Catalogue: ESOMAR/WAPOR Conference 1963
Authors: R. C. Carpenter, E. A. Rawes
June 15, 1963
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Citation

Carpenter and Rawes (1963a, June 15). An approach to the assessment of press schedules. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/an-approach-to-the-assessment-of-press-schedules


Research papers

An element in the choice of advertising media

Duplication is an essential element in the choice of advertising media, but in many cases, it is not known. It would thus be desirable to calculate the methods which would allow this element to be estimated. The calculation of these methods requires...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Jacques Durand
June 15, 1963
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Citation

Durand, J. (1963a, June 15). An element in the choice of advertising media . ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/an-element-in-the-choice-of-advertising-media-


Research papers

The use of the telephone in industrial market research

The telephone as a mean of conducting market research is of course not new. For many years it has been used when approaching consumers, or radio listeners, or television viewers, and these respondents have accepted the telephone voice asking...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Max K. Adler
June 15, 1963
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Citation

Adler, M. K. (1963a, June 15). The use of the telephone in industrial market research. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-use-of-the-telephone-in-industrial-market-research


Research papers

The IPM-CC rating technique in psychological market research

It is clear, that the semantic differential technique enjoys a great reputation with research workers. A social psychologist using one of the many other rating scale techniques in the field of attitude and/or brand image research, is rather often...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Peter H. van Westendorp
June 15, 1963
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Citation

van Westendorp, P. H. (1963a, June 15). The IPM-CC rating technique in psychological market research. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/the-ipm-cc-rating-technique-in-psychological-market-research


Research papers

A test-interview-survey

Results of an experimental investigation concerning erroneous answering, non-representativeness of respondents, revisiting of interviewees refusing to answer.

Catalogue: ESOMAR/WAPOR Conference 1963
Author: W. Horn
June 15, 1963
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Citation

Horn, W. (1963a, June 15). A test-interview-survey . ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/a-test-interview-survey-


Research papers

Possibilities or applying branding techniques to the marketing of industrial goods

In view of this, it appears timely to raise here, in fundamental terms, the question as to what extend industrial products can he marketed by methods which, in the widest sense, are teased on those used for branded goods. In this context we are, of...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Karl-Heinz Strothmann
June 15, 1963
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Citation

Strothmann, K. (1963a, June 15). Possibilities or applying branding techniques to the marketing of industrial goods. ANA - ESOMAR. Retrieved November 10, 2025, from


https://ana.esomar.org/documents/possibilities-or-applying-branding-techniques-to-the-marketing-of-industrial-goods