Resources Library by ANA

Further thoughts on advertising research

I think seminars are of two kinds - there are those which confirm one's prejudices, and those which enable one to re-organize and rearrange one's prejudices, and I would say that this is certainly of the second kind - that I have rearranged all of my...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Timothy Joyce

June 15, 1971

Conceptual and mathematical models in belief and attitude research

After a brief discussion of the concepts of attitude and belief the paper goes on to outline some of the difficulties in measuring them. Reference is then made to some empirical findings which must be taken into account in developing concepts. A...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Len J. Marchant

June 15, 1971

Comments on dr. Joyce's paper

I do not wish to comment on Timothy Joyce's paper at length, but there are several points at which he misrepresents Fishbein theory, and I would like to comment on two of these.

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Mary Tuck

June 15, 1971

Stratification of consumption

The object of this paper is to analyse some of the relationships which exist between social status and prestige, on the one hand, and consumers' behaviour, on the other.

Catalogue: The European Marketing Research Review 1970

Author: Gunter Wiswede

June 15, 1970

Experience gained in a multistage verbal panel survey (German)

The task of the panel study was to measure changes in consumer attitudes towards various brands and to check in how far positive changes, conceptual and behavioural, may be ascribed to the influence of advertising. The advantage of the panel...

Catalogue: ESOMAR Congress 1968

Author: Peer Müller-Grote

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1968

Experience gained in a multistage verbal panel survey

The task of the panel study was to measure changes in consumer attitudes towards various brands and to check in how far positive changes, conceptual and behavioural, may be ascribed to the influence of advertising. The advantage of the panel...

Catalogue: ESOMAR Congress 1968

Author: Peer Müller-Grote

Company: Institut für Demoskopie Allensbach GmbH

June 15, 1968

Problems in communicating the results of market segmentation studies

Segmented marketing is likely to replace traditional mass marketing techniques in many product fields in the future. This development will involve market researchers more frequently in what are usually described as market segmentation studies. Yet...

Catalogue: ESOMAR Congress 1968

Authors: Jacqueline Twigg, Alan Wolfe

Company: Ogilvy

June 15, 1968

Attitudes and consumer behaviour

In this article an attempt has been made to outline some features of an attitude theory. This can in itself fulfil a function in the company's communication planning. Here it has formed the starting point for some more concrete reflections on...

Catalogue: The European Marketing Research Review 1967

Author: Flemming Hansen

August 1, 1967

Brand awareness and image in relation to purchasing behaviour

On behalf of certain Unilever marketing companies, Research Bureau conducts continuous brand image measurements under the title of the "Brand Performance Survey". This survey involves, for a given product field, some 6,000 interviews in a year with a...

Catalogue: The European Marketing Research Review 1967

Author: Michael M. Brown

August 1, 1967