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Research papers

Buying situation and buyer's information behaviour

Factors influencing buyer's behaviour may be grouped into three main classes: 1) the individual, 2) the environment and 3) the situation. Up till now especially factors from the two first classes have been included in the study of buyer's behaviour.

Catalogue: The European Marketing Research Review 1972
Author: Kjell Gronhaug
June 15, 1972
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Citation

Gronhaug, K. (1972a, June 15). Buying situation and buyer's information behaviour. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/buying-situation-and-buyer-s-information-behaviour


Research papers

Forecasting indexes

In 1970, we, at IFOP/ETMAR, worked on perfecting the computation of indexes from opinion surveys. By experience, we knew how important psychological phenomena reveal to explain the evolution of economic realities such as the successful launching of a...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: B. Roche
Company: IFOP
August 1, 1971
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Citation

Roche, B. (1971a, August 01). Forecasting indexes. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/forecasting-indexes


Research papers

Forecasting indexes (French)

In 1970, we, at IFOP/ETMAR, worked on perfecting the computation of indexes from opinion surveys. By experience, we knew how important psychological phenomena reveal to explain the evolution of economic realities such as the successful launching of a...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: B. Roche
Company: IFOP
August 1, 1971
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Citation

Roche, B. (1971a, August 01). Forecasting indexes (French). ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/forecasting-indexes-french-


Research papers

The contribution of research to the planning, budgeting and evaluation of below-the-line activity

In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: David Lowe-Watson
Company: ESSO
June 15, 1971
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Citation

Lowe-Watson, D. (1971a, June 15). The contribution of research to the planning, budgeting and evaluation of below-the-line activity . ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/the-contribution-of-research-to-the-planning-budgeting-and-evaluation-of-below-the-line-activity-


Research papers
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Citation

Tuck, M. (1971a, June 15). Comments on subsidiary papers in Fishbein section. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/comments-on-subsidiary-papers-in-fishbein-section


Research papers

A brief critique of the Fishbein and other attitude models

My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


Research papers

Addendum

In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). Addendum . ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/addendum-


Research papers

Some anomalies in advertising research terminology

The process here described is quite straightforward in concept, although highly complex mathematically. It is not the purpose of this paper to discuss in detail the technicalities, and it will be sufficient to remark that the factor Analysis used in...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: F. Harmar-Brown, P. Macarte
June 15, 1971
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Citation

Harmar-Brown and Macarte (1971a, June 15). Some anomalies in advertising research terminology. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/some-anomalies-in-advertising-research-terminology


Research papers

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: A. B. Cowling
Company: KANTAR TNS Malaysia
June 15, 1971
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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning