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Research papers

Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular

If one wishes to study the effect of advertising, a concise definition of the concept of ‘advertising’ is essential. In business-circles, the function of advertising is often defined: ‘advertising must sell’. Although it cannot be...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: R. G. Ogilvie, G. J. S. Wilde
June 15, 1962
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Citation

Ogilvie and Wilde (1962a, June 15). Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular . ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/determination-of-the-effect-of-advertising-by-means-of-the-scaling-techniques-in-general-and-the-semantic-differential-in-particular--175


Research papers

Social stratification in survey research

In recent years, many objections have been raised against existing conceptions and theoretical propositions in the field of social stratification. This paper does not attempt to add another appraisal in this respect, however scientifically warranted...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Gerhard Baumert, Eugen Lupri
June 15, 1962
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Citation

Baumert and Lupri (1962a, June 15). Social stratification in survey research. ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/social-stratification-in-survey-research


Research papers

Problems and methods of the image research for production goods

When looking back over the methodical development of the capital goods market research during recent years, one arrives inevitably at the positive conclusion, that we have a total of methodical instrumentalities at our disposal, which enable us to...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Karl-Heinz Strothmann
June 15, 1962
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Citation

Strothmann, K. (1962a, June 15). Problems and methods of the image research for production goods. ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/problems-and-methods-of-the-image-research-for-production-goods


Research papers

Scaling techniques for comparisons over time and between countries (French)

The Stapel Scale is the ideal scale for sampling survey work from a number of important aspects. It requires no effort to produce this scale; it is already printed on a card. It does not vary from time to time or from country to country. It is easy...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Henry Durant, Andrew Robert McIntosh
June 15, 1962
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Citation

Durant and McIntosh (1962a, June 15). Scaling techniques for comparisons over time and between countries (French). ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/scaling-techniques-for-comparisons-over-time-and-between-countries-french-


Research papers

Some problems in the definition and measurement of advertising penetration; and an enquiry into two alternative methods for measuring one component

This paper appears to he immediately concerned with advertising penetration. I propose to suggest that more formal analysis of the general notions used in marketing is extremely relevant and practical. There is a special reason for taking advertising...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: R. D. Godwin
June 15, 1962
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Citation

Godwin, R. D. (1962a, June 15). Some problems in the definition and measurement of advertising penetration; and an enquiry into two alternative methods for measuring one component. ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/some-problems-in-the-definition-and-measurement-of-advertising-penetration-and-an-enquiry-into-two-alternative-methods-for-measuring-one-component


Research papers

The information concept as a key to industrial market research method

Can any market researcher think of a plausible reason why research in industrial markets lags so far behind research amongst consumers? Let us examine some facts, a literature about industrial market research (abbreviated IMR) is almost non-existent....

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Coen C. J. de Koning
June 15, 1962
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Citation

de Koning, C. C. (1962a, June 15). The information concept as a key to industrial market research method. ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/the-information-concept-as-a-key-to-industrial-market-research-method


Research papers

Forecasting in consumer research

Everybody who is engaged in providing goods or services wants to act upon the American saying, "Buy today the newspaper of tomorrow". For this purpose he turns to the market researcher. If no clear answers can be found for the basic questions, he...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Charles Schlaepfer
September 9, 1961
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Citation

Schlaepfer, C. (1961a, September 09). Forecasting in consumer research . ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/forecasting-in-consumer-research-


Research papers

Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961 (German)

My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but...

Catalogue: ESOMAR Yearbook 1962-1963
Author: ESOMAR B.V.
August 1, 1961
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Citation

B.V., E. (1961a, August 01). Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961 (German). ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/speech-by-professor-ludwig-erhard-german-federal-minister-for-economic-affairs-at-the-esomar-wapor-congress-in-baden-baden-on-september-11th-1961-german-


Research papers

Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961

My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but...

Catalogue: ESOMAR Yearbook 1962-1963
Author: Ludwig Erhard
August 1, 1961
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Citation

Erhard, L. (1961a, August 01). Speech by professor Ludwig Erhard, German Federal Minister For Economic Affairs, at the ESOMAR/WAPOR congress in Baden/Baden on September 11th, 1961. ANA - ESOMAR. Retrieved July 01, 2025, from


https://ana.esomar.org/documents/speech-by-professor-ludwig-erhard-german-federal-minister-for-economic-affairs-at-the-esomar-wapor-congress-in-baden-baden-on-september-11th-1961