Resources Library by ANA

The measurement of pupil dilation as a market research tool

This paper is intended to serve as an introduction to a technique that is relatively new to the market research world. It will explain the essential mechanism of pupil change, and describe the equipment and the experimental conditions that are...

Catalogue: ESOMAR/WAPOR Conference 1965

Authors: Günter König, Carmen Lakaschus, Mark R. C. Lovell

June 15, 1965

International research problems

Research in marketing has a starting point in problems of business management. As in every organism the most important problems arise from interactions between that organism and its surroundings. A business is usually started to perform tasks that...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Jan van Rees

Company: Philips International

June 15, 1965

Advertisements as a research subject

There may be several reasons for this. Turnover in the advertising industry goes into thousands of millions and the production and placing of advertisements represents the biggest and, proportionately still increasing item in the total expenditure of...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Otto Walter Haseloff

June 15, 1965

Cybernetic brand choice models

I want to talk to you about certain types of modem trade research under study at the present time in a number of countries, especially in the United States and in France which I regard as the most advanced and forward-looking in the field. These...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Denis Lindon

June 15, 1965

Market research in Greece

Market research in Greece is expanding. The National Statistical Service continues to he very active, using sample surveys to broaden the areas in their data collecting and processing activities. Obviously N.S.S.'s efforts cover basic measurements...

Catalogue: ESOMAR Yearbook 1964-1965

Author: Chrys J. Papadopoulos

June 15, 1965

The integration of advertising research

The investigation of consumer penetration factors which can be said to be associated with advertising, and the buying of products, are familiar subjects. They are perhaps less familiar to us when studied in relation to advertising expenditure (which...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Authors: R. D. Godwin, B. Thorogood

June 15, 1965

What about consumer behavior and the behavioral sciences?

The implications are clear, if marketing men really are going to move from "cocksure ignorance" to "thoughtful uncertainty" about consumer motivation and behavior, they have no choice but to use experimental, observational and statistical methods to...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Steuart Henderson Britt

June 15, 1965

The identity crisis of the market researcher

The growth of marketing has also furthered the growth of two series of roles, one that of the Marketing Manager and another that of the Marketing Researcher. It is the purpose of this paper to examine the role of the researcher and its relationships...

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Kenn Rogers

June 15, 1965

The Delta Copy Test

We decided to improve the diagnostic and prognostic value of our copy tests and conducted a number of experiments which measured the effect of advertising in terms of changes of attitudes towards the advertising product or service. The Delta Copy...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Otto W. Rohde

June 15, 1965