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Research papers

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
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Citation

Rogers, K. (1965a, June 15). The identity crisis of the market researcher. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/the-identity-crisis-of-the-market-researcher


Research papers

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
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Citation

Rohde, O. W. (1965a, June 15). The Delta Copy Test . ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/the-delta-copy-test-


Research papers

Medium term forecast of cinema attendance in France

The purpose of this paper is to describe the methods used and the results obtained in a cinema forecasting; study carried out in France in 1964 on behalf of the Ministry of Cultural Affairs and the National Cinematoyrarhic Centre.

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Louise Perruche
June 15, 1965
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Citation

Perruche, L. (1965a, June 15). Medium term forecast of cinema attendance in France. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/medium-term-forecast-of-cinema-attendance-in-france


Research papers

Red herrings in advertising research

Much of the advertising research being carried out today defines - whether explicitly or implicitly - the effectiveness of an advertisement in terms of memorability , believability or other factors. Such advertising research is based on assumptions...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Paul Howard Berent
June 15, 1965
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Citation

Berent, P. H. (1965a, June 15). Red herrings in advertising research. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/red-herrings-in-advertising-research


Research papers

Intentions-to-buy and claimed brand-usage

This paper concerns the relationship between consumers' expressed Intentions-to-buy different brands in a product-field and their claimed brand- Usage. The results also indicate the extent to which expressed Intentions-to-buy appear to reflect...

Catalogue: ESOMAR/WAPOR Conference 1965
Authors: Andrew S. C. Ehrenberg, Michael Bird
June 15, 1965
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Citation

Ehrenberg and Bird (1965a, June 15). Intentions-to-buy and claimed brand-usage. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/intentions-to-buy-and-claimed-brand-usage


Research papers

Basic research for product planning and product development

If a manufacturer of domestic appliances wants his product planning and product-development to be profitable in the long run, he will have to obtain some knowledge about the circumstances in which housewives do their work, besides analysing the...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Sander de Leve
Company: Philips International
June 15, 1965
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Citation

de Leve, S. (1965a, June 15). Basic research for product planning and product development. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/basic-research-for-product-planning-and-product-development


Research papers

A short method of testing the brand image

This paper will give a report on a practical procedure for obtaining information, with a minimum outlay of time and money, on the most important factors of a brand image to be tested.

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Lois Pavlis
June 15, 1965
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Citation

Pavlis, L. (1965a, June 15). A short method of testing the brand image. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/a-short-method-of-testing-the-brand-image


Research papers

Qualitative typology and its significance in market analysis

To build a significant typology, two variables must be taken into consideration: l) objective characterisation, 2) attitude. Each must be measured independently. For example, it appears reasonable to say: those who earn a lot of money (measurement of...

Catalogue: ESOMAR/WAPOR Conference 1965
Authors: Herbert Steiner, Lothar Neffe, Maria Rita Girardi
June 15, 1965
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Citation

Steiner, Neffe and Girardi (1965a, June 15). Qualitative typology and its significance in market analysis. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/qualitative-typology-and-its-significance-in-market-analysis


Research papers

Marketing and market research in Norway 1963

1963 has been a year of further economic growth in Norway. Gross national product increased by about 5%, production in industry by about 6% and in exports there was an increase of about 8%. Prices have been rather stable. Retail sales increase by...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Svein Fosse
June 15, 1965
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Citation

Fosse, S. (1965a, June 15). Marketing and market research in Norway 1963. ANA - ESOMAR. Retrieved June 09, 2025, from


https://ana.esomar.org/documents/marketing-and-market-research-in-norway-1963