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Research papers

New product research

This paper concerns itself with two major areas of New Product Research. Firstly some of the causes of high new product failure rate are discussed. These are attributed partly to political pressures within marketing teams and partly to the inadequacy...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Edward R. Tomlin
September 1, 1974
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Citation

Tomlin, E. R. (1974a, September 01). New product research . ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/new-product-research-


Research papers

Price behaviour models

In the past three years price behaviour has been more closely scrutinized than before. The efforts to improve the insight in the relationship between price and buying behaviour were stimulated by the increased competition in the field of retailing....

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: A. H. J. van Heteren, W. J. M. Asselbergs
September 1, 1974
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Citation

van Heteren and Asselbergs (1974a, September 01). Price behaviour models. ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/price-behaviour-models


Research papers

Research for the non-household market for goods and services

This paper is based on a study dealing with one of the three segments of the non-household market for goods and services: the segment consisting of "work-locations". Initiated by Douwe Egberts B.V., this study was carried out for the first time by...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: W. G. M. Steur, Jean F. K. Dinjens
September 1, 1974
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Citation

Steur and Dinjens (1974a, September 01). Research for the non-household market for goods and services. ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/research-for-the-non-household-market-for-goods-and-services


Research papers

The baptism of the trade off model in Europe

Two main themes are pursued in this paper. Firstly, we discuss how a new research method: the trade-off model was used in the context of a major project, focussing particularly on the problems encountered and how these were solved. Secondly, we...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Dick Westwood, Peter J. Hayes
September 1, 1974
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Citation

Westwood and Hayes (1974a, September 01). The baptism of the trade off model in Europe . ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/the-baptism-of-the-trade-off-model-in-europe-


Research papers

Multinational market research as a basis for multinational marketing in the textile field

The public eye nowadays is to an increased extent directed on multinational enterprises. Multi nationality, however, is rarely spontaneously associated with the sector clothing. Enterprises or even brands of absolutely world reputation are hardly to...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Heinrich Pemsel
September 1, 1974
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Citation

Pemsel, H. (1974a, September 01). Multinational market research as a basis for multinational marketing in the textile field. ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/multinational-market-research-as-a-basis-for-multinational-marketing-in-the-textile-field


Research papers

A global study of criteria used in media knowledge

As a complement of the French analysis about the audience of the Media, two complementary phases have been carried out in 1971 and in 1972, being added to the third one - concerning Radio-Television -, telling about the centres of interest appealing...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Jean Luis Brousse, A. Biecheler
September 1, 1974
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Citation

Brousse and Biecheler (1974a, September 01). A global study of criteria used in media knowledge. ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/a-global-study-of-criteria-used-in-media-knowledge


Research papers

Challenges of market research by the limits to growth (German)

Over a period of 25 years we have experienced a steady growth of consumption and waste in our industrial societies. Now, a reversal of this trend is going on. Deficits and deficiencies of the industrial societies are growing. Crucial points in the...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Ulrich Jetter
September 1, 1974
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Citation

Jetter, U. (1974a, September 01). Challenges of market research by the limits to growth (German). ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/challenges-of-market-research-by-the-limits-to-growth-german-


Research papers

In which terms is the problem of media planning set today? (German)

Where is the limit, in this field, of the computer's role? Is there, on a short-term basis, further progress to be made? 1. The aim of the advertising message; 2. The factors enabling us to attain this aim; 3. The two levels of the media-planning...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Jean Francois Canguilhem
September 1, 1974
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Citation

Canguilhem, J. F. (1974a, September 01). In which terms is the problem of media planning set today? (German). ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/in-which-terms-is-the-problem-of-media-planning-set-today-german-


Research papers

Research for decisions

Marketing Models are not a substitute for the art of the marketing man but they are addressed to the same problem, i.e. they offer the facility for putting some (not all) of the elements in the mix together and then predicting the likely outcome. The...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: J. D. W. Stewart, Jacques Blanchard
September 1, 1974
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Citation

Stewart and Blanchard (1974a, September 01). Research for decisions. ANA - ESOMAR. Retrieved January 28, 2026, from


https://ana.esomar.org/documents/research-for-decisions