Resources Library by ANA

EWG/EFTA and future marketing research problems

The first point I want to emphasise is that the major problem for economists and for the market researchers when they look to the long term future, cannot really be regarded as a problem of forecasting.

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: C. T. Saunders

June 15, 1961

Aided recall in television research

In the audience research field a large experimental study is being carried out by TAM in conjunction with the committee controlling the British television industry's research. One of the aims of the study is to compare aided recall results with...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Authors: D.N. Monk, Andrew S. C. Ehrenberg

June 15, 1961

The estimation of the expected brand share of a new product

In the field of marketing, a prediction is only of value if it has a practical use and this is dependent upon the following concepts: 1.The suppositions underlying the prediction are clearly defined, and; 2. they are realistic. These points are well...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Authors: J. Baum, K. E. R. Dennis

June 15, 1961

Sampling and interviewing in industrial research

Industrial market research Is the Investigation of the markets for capital goods by means of the approved market research methods adapted to the special requirements of the Industrial market. Industrial or capital goods are those products which are...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Max K. Adler

June 15, 1961

Aided recall

The examples given here: the Irish readership survey, the family Interview for consumer durables, the 7-day aided recall survey, the cigarette study, have a common philosophy. The techniques respect both the respondent and the interviewer. They...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: William Gregory

Company: Gallup International Association

June 15, 1961

Estimate of the future requirements of automobile tires (French)

Market research for raw materials, investments, capital goods etc. is of a highly pragmatic mature. This can best be demonstrated by a case history. In describing what the industrial market researcher actually does, the specific difficulties one...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Wander Meijer

June 15, 1961

Future perspectives in the field of consumer research

The prospects in consumer research over the next few years are likely to be governed primarily by the changing and developing needs of industry. These needs in turn are largely determined by major economic and social trends, such as increasingly...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Hans Khuner

Company: Unilever

June 15, 1961

Some aspects of research into the levels of attention paid to television programmes

The purpose of the first pilot study was to establish that an enquiry into attention levels of the type envisaged would be practicable and that meaningful results could be obtained. 200 interviews were completed with housewives in I. T. V. homes in...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Authors: John Treasure, Bryan A. Bates

June 15, 1961

A market with fine prospects (German)

The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Heinz Alpers

June 15, 1961