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Research papers

Some consideration in the application of market research (French)

It is usual in reviewing the applications of market research, to itemise each particular field of operation, to discuss the techniques employed under each heading, and to refer to possible developments. In this paper, I propose on the one hand to...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: David Godwin
June 15, 1959
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Citation

Godwin, D. (1959a, June 15). Some consideration in the application of market research (French). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/some-consideration-in-the-application-of-market-research-french-


Research papers

The co-ordination of international research

This paper is based on the experience gained in commissioning research in, at present, eight different European countries. In addition some knowledge has been acquired of research in other European countries and in some British Dominions and the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Max K. Adler
June 15, 1959
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Citation

Adler, M. K. (1959a, June 15). The co-ordination of international research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-co-ordination-of-international-research


Research papers

The quantification of marketing factors

The market research has largely contributed in recent years to provide facts. Instead of illusions that one had about the conditions of the market. The management has been able to make decisions on an evaluation more realistic and more accurate.

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Eric Shankleman
June 15, 1959
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Citation

Shankleman, E. (1959a, June 15). The quantification of marketing factors. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-quantification-of-marketing-factors


Research papers

A new concept of marketing

In this paper I would like to examine; what is really new in this new concept of marketing; to suggest a revision of the traditional approaches to the study of marketing; to show the organizational changes effected by the new trend in management...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bartolo Mardessich
June 15, 1959
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Citation

Mardessich, B. (1959a, June 15). A new concept of marketing. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/a-new-concept-of-marketing


Research papers

The British voter and Party images

The emphasis in this paper is on the Party Image, rather than on the characteristics of the voter. The Party Image is a similar concept as the Brand Image, but applied to a political party. Fifteen years ago we were asking such questions as...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Henry Durant
June 15, 1959
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Citation

Durant, H. (1959a, June 15). The British voter and Party images. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/the-british-voter-and-party-images


Research papers

How operational research can be used in deciding which models of a product are to be made (French)

When the A.O.I.P. acquired the Beyraud patents concerning a starter for electric motors based on an entirely new principle, the problem arose of choosing between the different models of this equipment. For this choice, we have had recourse to a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Raoul Laffy
June 15, 1959
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Citation

Laffy, R. (1959a, June 15). How operational research can be used in deciding which models of a product are to be made (French). ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/how-operational-research-can-be-used-in-deciding-which-models-of-a-product-are-to-be-made-french-


Research papers
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Citation

Schmidtchen, G. (1959a, June 15). Measuring the effects of mass-communication. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/measuring-the-effects-of-mass-communication


Research papers

Operations research

Operations Research, in two ways, has established the basis for a new universalism. For one thing, operations research is concerned with the entire system of an organisation or enterprise inclusive of all its executives and their functions secondly...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Friedrich Wendt
June 15, 1959
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Citation

Wendt, F. (1959a, June 15). Operations research. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/operations-research


Research papers

Measuring the impact of television programmes

Much of the work of measuring the impact of television consists of measuring the extent to which the viewers enjoy what they choose to view. There are two main systems of measuring reaction to television programmes. The first is to "rate" the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: B. P. Emmett
June 15, 1959
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Citation

Emmett, B. P. (1959a, June 15). Measuring the impact of television programmes. ANA - ESOMAR. Retrieved October 15, 2025, from


https://ana.esomar.org/documents/measuring-the-impact-of-television-programmes