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Research papers

Assessment of customer profiles, attitudes and opinions

This paper sets out to describe ways in which the standard market research techniques of personal interview and self-completion questionnaire (both postal and personally distributed) can provide valuable data for operational and marketing management...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Marion E. Wertheim
June 15, 1972
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Citation

Wertheim, M. E. (1972a, June 15). Assessment of customer profiles, attitudes and opinions. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/assessment-of-customer-profiles-attitudes-and-opinions


Research papers

Classifying consumers in the 1970s

Classification is a core issue in market segmentation. Through the use of relevant criteria, manufacturers are enabled to assess whether or not particular markets are better treated as homogeneous or, rather, as composed of a heterogeneous collection...

Catalogue: Seminar 1972: Segmentation And Typology
Author: J. A. Lunn
June 15, 1972
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Citation

Lunn, J. A. (1972a, June 15). Classifying consumers in the 1970s. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/classifying-consumers-in-the-1970s


Research papers

Concerning the increasing quantity of data supplied for a market survey

This document describes a new method of selecting variables based on the data theory. It appears, indeed, that every day we are faced with prolific data some of which, individually, or in combinations, could be ignored without detriment to the...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: Jean Paul Aimetti, Jean Luis Brousse
June 15, 1972
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Citation

Aimetti and Brousse (1972a, June 15). Concerning the increasing quantity of data supplied for a market survey. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/concerning-the-increasing-quantity-of-data-supplied-for-a-market-survey


Research papers

Configuration analysis as an instrument for making decisions in marketing (German)

Configuration analysis is a procedure based on the Chi2-method. As far as we know, the German G. A. LIENERT orally reported on it two years ago for the first time. Since there are rather few presuppositions for its application, as experience has...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Erich M. Ruczinski
June 15, 1972
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Citation

Ruczinski, E. M. (1972a, June 15). Configuration analysis as an instrument for making decisions in marketing (German). ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/configuration-analysis-as-an-instrument-for-making-decisions-in-marketing-german-


Research papers

COSMOS

COSMOS is a man/machine sales area control system as well as for products within the lines of produce distribution chains. In compliance with the modern concept of a management system, man and the computer form a whole and complete each other. The...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: Nicolas Steinberg, Y. Ploquin
June 15, 1972
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Citation

Steinberg and Ploquin (1972a, June 15). COSMOS. ANA - ESOMAR. Retrieved November 23, 2025, from


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


Research papers

How much of your industrial client's needs do you really know when undertaking market research for him?

Despite an increasing concern for marketing among industrial firms, many executives are disenchanted with their firm's marketing efforts and remain somewhat reluctant to undertake expensive market research. How much of this disenchantment is due to...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Ph. Pavageau
June 15, 1972
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Citation

Pavageau, P. (1972a, June 15). How much of your industrial client's needs do you really know when undertaking market research for him?. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/how-much-of-your-industrial-client-s-needs-do-you-really-know-when-undertaking-market-research-for-him-


Research papers

Discussion group III

Group C, meeting for a total of four hours, generated a lively and well informed discussion. Of particular value was the relationship of an impressively wide range of comparable practical experience to the subjects debated. Although discussion did...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Authors: W. D. McClelland, R. A. Davie
June 15, 1972
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Citation

McClelland and Davie (1972a, June 15). Discussion group III. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/discussion-group-iii


Research papers

Problems of joint sponsored readership survey: UK

This paper falls into two main sections: In the first, some brief account is given, as background, of the history of joint readership research in Britain, of the present administration of the National Readership Survey and of Its methods, content,...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Michael M. Brown
June 15, 1972
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Citation

Brown, M. M. (1972a, June 15). Problems of joint sponsored readership survey: UK. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/problems-of-joint-sponsored-readership-survey-uk


Research papers

The application of panel analysis to marketing activity

The advantages of consumer panel data therefore extend way beyond its ability to provide comprehensive brand share data where other methods suffer from Inadequate coverage, to tell us something about the numbers of people buying as well as the...

Catalogue: Seminar 1972: Panels
Author: Brian C. Pymont
June 15, 1972
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Citation

Pymont, B. C. (1972a, June 15). The application of panel analysis to marketing activity. ANA - ESOMAR. Retrieved November 23, 2025, from


https://ana.esomar.org/documents/the-application-of-panel-analysis-to-marketing-activity