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Research papers

Practical education in marketing

The purpose of this paper is to describe an experiment in Marketing Education for undergraduate and graduate students. The paper deals basically with an attempt to inject some of the flavour of the real business world into the Marketing curriculum,...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Authors: Sergio Barraza Picone, José María Ferré Trenzano
June 1, 1976
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Citation

Barraza Picone and Ferré Trenzano (1976a, June 01). Practical education in marketing. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/practical-education-in-marketing


Research papers

Marketing in the undergraduate curriculum

It is paradoxical that while the introduction of Marketing into formal educational courses in the U.K. was at the sub-degree level, the present emphasis is now upon postgraduate and post experience courses. Indeed, many Marketing educators consider...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: Michael J. Baker
June 1, 1976
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Citation

Baker, M. J. (1976a, June 01). Marketing in the undergraduate curriculum . ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/marketing-in-the-undergraduate-curriculum-


Research papers

The usage of qualitative media data

The paper concerns the question of how to include qualitative criteria into current media-planning procedures, and the appraisal of the improvements which may be expected by the usage of qualitative data. After a description of the media model used...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Jean Michel Agostini
March 1, 1976
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Citation

Agostini, J. M. (1976a, March 01). The usage of qualitative media data. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/the-usage-of-qualitative-media-data


Research papers

Changing the brand image

This paper proposes to reconsider the attitude of marketing researchers on brand image. Two examples are put forward, both of them concern transportation. The brand image of automotive products is determined, apart from the "objective” knowledge...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Louis Marton
August 1, 1975
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Citation

Marton, L. (1975a, August 01). Changing the brand image. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/changing-the-brand-image


Research papers

The IJF-Questionnaire (German)

For more than 5 years, - since existence of the Institut fur Jugendforschung (IJF), Munich, - IJF has been using a questionnaire system which has demonstrated considerable advantages compared with customary opinion poll procedures, as regards costs,...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Kurt H. Benz, Detlef Rlemer
August 1, 1975
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Citation

Benz and Rlemer (1975a, August 01). The IJF-Questionnaire (German). ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/the-ijf-questionnaire-german-


Research papers

Getting the best out of brand image work

This paper describes a case history in the shampoo market where we set out to overcome these restrictions and develop a fresh approach to brand image work designed to fulfil more closely the users' needs in terms of range of information,...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Ann Hughes Hallett, Mike Buckle
August 1, 1975
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Citation

Hallett and Buckle (1975a, August 01). Getting the best out of brand image work. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/getting-the-best-out-of-brand-image-work


Research papers

Application of conjoint measurement to marketing problems and media research

A new family of methods for data analysis has been recently developed in the United States. With these methods it is possible to explain an ordinal scale (preference, choice) by means of nominal variables (characteristics of the stimuli). The basis...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Jean-Marie Bouroche, Marcel Marc, Michel Tenenhaus
August 1, 1975
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Citation

Bouroche, Marc and Tenenhaus (1975a, August 01). Application of conjoint measurement to marketing problems and media research. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/application-of-conjoint-measurement-to-marketing-problems-and-media-research


Research papers

The IJF-Questionnaire

For more than 5 years, - since existence of the Institut fur Jugendforschung (IJF), Munich, - IJF has been using a questionnaire system which has demonstrated considerable advantages compared with customary opinion poll procedures, as regards costs,...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Detlef Rlemer, Kurt H. Benz
August 1, 1975
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Citation

Rlemer and Benz (1975a, August 01). The IJF-Questionnaire. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/the-ijf-questionnaire


Research papers

Quality in research

The notion of quality takes importance in Research at various steps. To be persuaded of that, one must go back to the beginning of the Research executive's work, the initial contact with the client, until, and including the writing of the final...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Danielle Grena Delasnerie, Gerard Delamour
August 1, 1975
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Citation

Delasnerie and Delamour (1975a, August 01). Quality in research. ANA - ESOMAR. Retrieved June 24, 2024, from


https://ana.esomar.org/documents/quality-in-research