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Research papers

Non-awareness and non-usage

In this paper, we report some empirical findings concerning the relation between a sales-type variable such as brand usage and a communication variable. In trying to measure communication, people use a variety of different variables. We consider here...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Andrew S. C. Ehrenberg, Michael Bird
June 1, 1966
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Citation

Ehrenberg and Bird (1966a, June 01). Non-awareness and non-usage. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/non-awareness-and-non-usage


Research papers

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
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Citation

Gregory, W. (1961a, June 15). Aided recall. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/aided-recall