Problems and methods of the image research for production goods

Date of publication: June 15, 1962

Abstract:

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 solve nearly all general problems' in connection with sales and advertising on the capital goods sector. If in the course of this contemplation one compares it however with the possibilities of the Consumer Goods Market Research, one realises very quickly, that far reaching specialisation has been achieved on the latter sector, which leads quite distinctly to a modified application of the basin methods to special problems. For example we distinguish in the field of consumer goods between the consumer research and the complex field of the advertising research, which again includes amongst others-the advertising research, the audience research and the image research.

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