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Research papers

The use of motivation and attitude research in formulating advertising strategy

In order to formulate an advertising strategy two requisites have to be present: firstly a way of reasoning taking into account all pertinent elements in an orderly fashion and secondly the proper information to fee this scheme so that it develops on...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: H. Joannis
February 1, 1970
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Citation

Joannis, H. (1970a, February 01). The use of motivation and attitude research in formulating advertising strategy. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/the-use-of-motivation-and-attitude-research-in-formulating-advertising-strategy


Research papers

Some aspects of attitudes measurement multidimensional scaling

This report is not a result of personal research. It attempts only to evoke a few techniques which, at least in our country, are insufficiently used by marketing practitioners. The bibliography on such techniques is so extensive that we could not...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Jean-François Boss
February 1, 1970
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Citation

Boss, J. (1970a, February 01). Some aspects of attitudes measurement multidimensional scaling. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/some-aspects-of-attitudes-measurement-multidimensional-scaling


Research papers

Attitude and motivation research in exporting

At this stage it is important to realise that in international trade attitude and motivation research should not be confined to the country or countries which are the export targets but should include similar research within the exporting country...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Henk L. Bos
February 1, 1970
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Citation

Bos, H. L. (1970a, February 01). Attitude and motivation research in exporting. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/attitude-and-motivation-research-in-exporting


Research papers

Comments on dr. Haldane's paper

I am happy to say that today we have entered the age of reason, enlightenment and science, where research and television programmes are concerned. Much of the credit must go to Dr. Haldane and the ITA, for instigating research into 'the state of...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Peter Sampson
February 1, 1970
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Citation

Sampson, P. (1970a, February 01). Comments on dr. Haldane's paper. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/comments-on-dr-haldane-s-paper


Research papers

Reply to Mr. Collins

My own paper emphasised the need for us to take a closer look on the standards at which much exploratory qualitative work was conducted; my own view remains that if we are honest with ourselves there must be scope for improvement here.

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: John F. Drakeford
February 1, 1970
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Citation

Drakeford, J. F. (1970a, February 01). Reply to Mr. Collins. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/reply-to-mr-collins


Research papers

Do we need techniques while we still have feelings?

In this session, we are concerned to consider the relative merits of qualitative and quantitative work. In theory, I am sure we would all agree that these two forms of work are not by any means mutually exclusive, but are complementary. I certainly...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Leslie Collins
February 1, 1970
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Citation

Collins, L. (1970a, February 01). Do we need techniques while we still have feelings?. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/do-we-need-techniques-while-we-still-have-feelings-


Research papers

Attitudes: What do we want them to mean?

One of the principal difficulties in the field of attitude-research seems to be, that the concept attitude means so many different things to so many people. I believe we are now adequately armed to take a closer look at attitudes. But first of all I...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Peter H. van Westendorp
February 1, 1970
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Citation

van Westendorp, P. H. (1970a, February 01). Attitudes: What do we want them to mean?. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/attitudes-what-do-we-want-them-to-mean-


Research papers

General comment on the seminar

Attitude is attitude, and motivation is motivation; and never the twain shall meet. This is the feeling one is left with after this seminar on Attitude and Motivation Research. In short, attitude and motivation researchers seem to me to be likely to...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: L. Collins
February 1, 1970
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Citation

Collins, L. (1970a, February 01). General comment on the seminar. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/general-comment-on-the-seminar


Research papers

Comments on mr. H. l. Bos' paper

Some important results for assessing marketing chances in different countries can be won by research in national stereo-types, especially those on qualities of goods produced in and by foreign countries.

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Wolfgang Meyer
February 1, 1970
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Citation

Meyer, W. (1970a, February 01). Comments on mr. H. l. Bos' paper. ANA - ESOMAR. Retrieved June 14, 2025, from


https://ana.esomar.org/documents/comments-on-mr-h-l-bos-paper