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Research papers

A comparison of sales forecasting methods

The purpose of this article is to present a comparison of three alternative methods for sales forecasting - trend analysis, time series analysis and regression analysis. Rather than looking at the theoretical differences, the focus is on practical...

Catalogue: The European Marketing Research Review 1971
Authors: Spyros Makridakis, Steven Wheelwright
June 15, 1971
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Citation

Makridakis and Wheelwright (1971a, June 15). A comparison of sales forecasting methods. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/a-comparison-of-sales-forecasting-methods


Research papers

The people and gold

The People and Gold is the title of a consumer research project carried out by InterScan during 1969. The project was concerned with investigating the consumer markets for gold in a number of countries. We took the title from one of the items in the...

Catalogue: Seminar 1971: Multi-Country Research
Author: M. Haines
June 15, 1971
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Citation

Haines, M. (1971a, June 15). The people and gold. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-people-and-gold


Research papers

Some anomalies in advertising research terminology

The process here described is quite straightforward in concept, although highly complex mathematically. It is not the purpose of this paper to discuss in detail the technicalities, and it will be sufficient to remark that the factor Analysis used in...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: F. Harmar-Brown, P. Macarte
June 15, 1971
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Citation

Harmar-Brown and Macarte (1971a, June 15). Some anomalies in advertising research terminology. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/some-anomalies-in-advertising-research-terminology


Research papers

Realities in research and advertising

One of the realities of advertising research is continuous, usually syndicated, research on recognition and recall, and - roughly these last five years - of intent-to-buy. That seems to go on whatever the latest fashion in schools of thought (or...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Jan Stapel
Company: NIPO
June 15, 1971
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Citation

Stapel, J. (1971a, June 15). Realities in research and advertising. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/realities-in-research-and-advertising


Research papers

Test and physical simulation of schemes directed to the consumers

At a time where Market Testing is criticized for its costs and mathematical modelling is developed, sometimes imprudently, one has not to forget about the potential of Physical Micro Modelling, as well as Physical Simulation. Reason why we have...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Jacques Bonnafont
June 15, 1971
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Citation

Bonnafont, J. (1971a, June 15). Test and physical simulation of schemes directed to the consumers . ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/test-and-physical-simulation-of-schemes-directed-to-the-consumers-


Research papers

The application of panel techniques to promotion measurement

The subject of this paper is the measurement of the sales effect of promotions by the analysis of consumer behaviour in terms of penetration and repeat purchasing. The type of penetration/ repeat purchasing analysis required for this purpose, and...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: John Parfitt
June 15, 1971
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Citation

Parfitt, J. (1971a, June 15). The application of panel techniques to promotion measurement. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-application-of-panel-techniques-to-promotion-measurement


Research papers

A recent in-store experiment for pre-testing promotions

This paper presents the findings of the experiment for one of the product groups tested and shows to what extent our objectives were achieved. It points out the difficulties encountered in carrying out a test of this kind and furthermore, the...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: R. Chib
Company: Gallup International Association
June 15, 1971
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Citation

Chib, R. (1971a, June 15). A recent in-store experiment for pre-testing promotions . ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/a-recent-in-store-experiment-for-pre-testing-promotions-


Research papers

Some reflections on the measurement of basic attitudes in a multi-country context

Studying the differences that exist in the patterns of consumption in the different countries it becomes evident, that a number of these differences is hard to explain. To give an illustration: How does one explain that in the Netherlands 98 % of the...

Catalogue: Seminar 1971: Multi-Country Research
Authors: Peter L. F. de Jong, F. Meyers
June 15, 1971
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Citation

de Jong and Meyers (1971a, June 15). Some reflections on the measurement of basic attitudes in a multi-country context. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/some-reflections-on-the-measurement-of-basic-attitudes-in-a-multi-country-context


Research papers

Research on in-store commercial radio

The purpose of the research was to collect data on the effect of in-store advertising through the Supersound system, and so to provide an answer to the question whether the large scale introduction of this system would be useful.

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Emile M. C. van Westerhoven
June 15, 1971
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Citation

van Westerhoven, E. M. (1971a, June 15). Research on in-store commercial radio. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/research-on-in-store-commercial-radio