Resources Library by ANA

Factor analysis as a basis for advertising evaluation (French)

We report on a factorial advertisements analysis, a study applying the mathematical/psychological process of the factor analysis to descriptive characteristics and resonance values of advertisements in German periodicals. As material for about 6,000...

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

Author: K. F. Flockenhaus

June 15, 1961

Group testing in the service of market research

The testing of groups of people, under rigorously controlled condition, has considerable potential as a tool of market research, In saying this, I am not referring to the use of small groups (of 6-8 people) for discussion purposes. What I am writing...

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

Author: William A. Belson

June 15, 1961

Research and the advertising agency

The problem which this paper treats is one which has existed since the concept of the "service agency" was developed. It exists to a greater or lesser extent in fields other than research, (e.g. packaging or merchandising), but we shall concentrate...

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

Author: Harry E. Stone

June 15, 1961

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