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Research papers

Print media research

This chapter is concerned with research into print media in the sense of newspapers and magazines, whether aimed at a wide, general audience or a narrower, more specialised one. This introductory section comprises, first, a brief review of the...

Catalogue: Consumer Market Research Handbook
Author: Michael M. Brown
August 1, 1986
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Citation

Brown, M. M. (1986a, August 01). Print media research. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/print-media-research


Research papers

Radio, outdoor and cinema research

The attention of the media researcher is not unnaturally concentrated on the two main advertising media. Relatively little attention is given in the UK to the cinema, radio and posters as subjects for audience research, and the reasons are not hard...

Catalogue: Consumer Market Research Handbook
Author: Frank Teer
August 1, 1986
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Citation

Teer, F. (1986a, August 01). Radio, outdoor and cinema research. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/radio-outdoor-and-cinema-research


Research papers

Omnibus surveys

Omnibus surveys are in very widespread use within the market research industry and have become a well-established, valuable and cost-effective means of conducting market research surveys. This chapter explains briefly what omnibus surveys are and how...

Catalogue: Consumer Market Research Handbook
Author: Richard Davies
August 1, 1986
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Citation

Davies, R. (1986a, August 01). Omnibus surveys. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/omnibus-surveys


Research papers

Questionnaire design

This chapter is mainly concerned with the design of structured questionnaires for use in face-to-face interviews. It does not deal with the development of guides for depth interviewing nor with the problems of questionnaires for special populations,...

Catalogue: Consumer Market Research Handbook
Author: J. Marton-Williams
August 1, 1986
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Citation

Marton-Williams, J. (1986a, August 01). Questionnaire design. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/questionnaire-design


Research papers

Research on ‘below the line’ expenditure

This chapter deals with the contribution of research, both in the planning and evaluation, of ‘below the line’ activity. Any definition of ‘below the line’ assumes a false dichotomy since many promotions are dependent on media...

Catalogue: Consumer Market Research Handbook
Author: Martin Simmons
August 1, 1986
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Citation

Simmons, M. (1986a, August 01). Research on ‘below the line’ expenditure. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/research-on-below-the-line-expenditure


Research papers

Desk research

The chapter is split into two sections: the first dealing with the uses and practices of desk research - what is desk research, what it can do, who undertakes it and in what circumstances; the second covering the all-important question of sources of...

Catalogue: Consumer Market Research Handbook
Author: Nigel Newson-Smith
August 1, 1986
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Citation

Newson-Smith, N. (1986a, August 01). Desk research. ANA - ESOMAR. Retrieved June 22, 2025, from


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


Research papers

International market research

This chapter looks at a number of the key issues which are encountered in such research. Certain of the issues are peculiar to the international field. Many of the problems are, however, to be found in national or domestic research also, although on...

Catalogue: Consumer Market Research Handbook
Author: John Downham
August 1, 1986
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Citation

Downham, J. (1986a, August 01). International market research. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/international-market-research


Research papers

Experimental designs and models

This chapter is divided into two distinct parts: experimental design and models. The researcher must consider the question of experimental design and models before proceeding to the choice of sampling techniques, sample size or questionnaire design,...

Catalogue: Consumer Market Research Handbook
Author: James Rothman
August 1, 1986
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Citation

Rothman, J. (1986a, August 01). Experimental designs and models. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/experimental-designs-and-models


Research papers

Interviewing and field control

It must be stressed that, in this chapter, we are concerned with the role of professionally trained research interviewers who alone should be responsible for this vital phase in any project.

Catalogue: Consumer Market Research Handbook
Authors: John F. Drakeford, Valerie Farbridge
August 1, 1986
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Citation

Drakeford and Farbridge (1986a, August 01). Interviewing and field control. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/interviewing-and-field-control