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Case studies

Segmentation of doctors: A case study

Since this conference is concerned with doctor typology, the emphasis of the paper will be in terms of describing, using one particular case-history as a vehicle, the concepts behind the use of one specific technique (or rather 'duo' of techniques)...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: Ken M.H. Coleman, E. Eastman, R. F. Malcom, Ian Jarvis
June 15, 1970
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Citation

Coleman, Eastman, Malcom and Jarvis (1970a, June 15). Segmentation of doctors: A case study. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/segmentation-of-doctors-a-case-study


Research papers

Stratification of consumption

The object of this paper is to analyse some of the relationships which exist between social status and prestige, on the one hand, and consumers' behaviour, on the other.

Catalogue: The European Marketing Research Review 1970
Author: Gunter Wiswede
June 15, 1970
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Citation

Wiswede, G. (1970a, June 15). Stratification of consumption. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/stratification-of-consumption


Research papers

Observation

To most people "market research" means the concept of questioning by which a picture of the market is built up by representative methods. Even though by far the greatest number of surveys are carried out by means of questionnaires, this is not the...

Catalogue: The European Marketing Research Review 1970
Author: Georg Tolken
June 15, 1970
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Citation

Tolken, G. (1970a, June 15). Observation. ANA - ESOMAR. Retrieved November 21, 2025, from


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


Research papers

The attitude of Israeli doctors towards domestic vis-a-vis imported drugs

This study deals with doctors perceptions, images, attitudes, behaviour and usage habits as they are related to the subject of "Imported vs. Local Drugs". The study was conducted on a personal interview basis with a sample of 400 regular...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Authors: Jacob Levy, Ian Jarvis
June 15, 1970
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Citation

Levy and Jarvis (1970a, June 15). The attitude of Israeli doctors towards domestic vis-a-vis imported drugs . ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/the-attitude-of-israeli-doctors-towards-domestic-vis-a-vis-imported-drugs-


Research papers

The art of asking 'why'

It is a common misconception to view motivational (or qualitative) research as a special brand of market research. But, primarily, it is not a special branch of knowledge or methodology, but a skill. Some people have more aptitude for it than others...

Catalogue: The European Marketing Research Review 1970
Author: Leslie Collins
June 15, 1970
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Citation

Collins, L. (1970a, June 15). The art of asking 'why'. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/the-art-of-asking-why-


Research papers

Advertising, promotion and medical detailing

It is not the purpose of this paper to suggest modifications in the existing structure of decisions. Without discussing at this point the role of marketing statistics in a pharmaceutical company we propose suggesting a method of exploiting such...

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: Jean-Mathieu Paoli
June 15, 1970
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Citation

Paoli, J. (1970a, June 15). Advertising, promotion and medical detailing. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/advertising-promotion-and-medical-detailing


Research papers

The analyses of sales figures over a number of years as a basis for sales forecasting

When we analyse a series of sales data, the first problem posed is to find out the meaning of each figure which makes up the series; identification of the possible links which each figure has with the preceding one can be the starting point for...

Catalogue: The European Marketing Research Review 1970
Author: Giorgio Palmili
June 15, 1970
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Citation

Palmili, G. (1970a, June 15). The analyses of sales figures over a number of years as a basis for sales forecasting. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/the-analyses-of-sales-figures-over-a-number-of-years-as-a-basis-for-sales-forecasting


Research papers

Conclusion

I would like to comment on a few major points of interest as raised by the papers of the last two days. Firstly marketing models. Segmentation and typology of doctors seem to be of universal interest.

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: J.-J. Baillet
June 15, 1970
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Citation

Baillet, J. (1970a, June 15). Conclusion. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/conclusion-717


Research papers

Television commercials

Since October 1 1968, Swiss Television Research has depended on telephone interviews. They reveal how many and which viewers see the individual broadcasts, as well as the four advertisement spots. In the foreseeable future penetration studies are...

Catalogue: The European Marketing Research Review 1970
Author: Ewald Schusinski
June 15, 1970
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Citation

Schusinski, E. (1970a, June 15). Television commercials. ANA - ESOMAR. Retrieved November 21, 2025, from


https://ana.esomar.org/documents/television-commercials