Resources Library by ANA

A new way in the measure of the interviewed's reaction

Some twenty-five years ago, in a basement laboratory at HARVARD University, a team of research psychologists led by S.S. Stevens began working to answer the question : "What is the relation between what we perceive, as human consumers, and what...

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Michel Haski, Howard R. Moskowitz

June 15, 1979

Protocol analysis

One of the most striking developments in data collection procedures in the U.S. over the past several years has been the increasing interest shown in protocol analysis. Protocol analysis aims to examine the individual's choice process in making...

Catalogue: Seminar 1977: Ways And New Ways Of Data Collection

Authors: Jean-François Boss, Susan P. Douglas

November 1, 1977

Interpretation of qualitative material

This paper, devoted to the interpretation of qualitative material, tries to examine the following issues: What do we mean by saying that something is "symbolic" of something else? What is the intrinsic logic of the intellectual process we call...

Catalogue: ESOMAR Congress 1975: Quality In Research

Author: David Wulf

August 1, 1975

Attitude measurement and behaviour prediction in market research using a priori psychological models of consumer behaviour

This paper reviews the evidence, from social psychology and market research, for the suggestion that from a knowledge of an individual’s attitudes, the individual's behaviour can be predicted. It looks at psychologists' and market researchers'...

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

Author: Peter Sampson

June 15, 1971

Reaching the industrial customer

My purpose for being here today is to present the findings of communications studies conducted by Opinion Research Corporation, my parent company, among industrial customers. Opinion Research Corporation does not suggest itself as expert in such...

Catalogue: Seminar 1969: Research In Industrial Marketing

Authors: Juanita M. Byrne-Quinn, Robert M. Worcester

March 5, 1969

Some psychological aspects in industrial marketing

If I had to summarise in a short sentence all I have said till now, I would express myself as follows: "In industrial marketing you have to deal with individuals of high qualities; your skill is useless if it is not adapted for their personality and...

Catalogue: Seminar 1969: Research In Industrial Marketing

Authors: Roberto Woynar, N. Gower, Iginio Lagioni

March 5, 1969

The paradox of memory in market research

The results of modern psychology on various aspects of memory - recognition, retention and recall - are all of interest but of varied practical use to market researchers. The problem of respondent memory in market research is illustrated from...

Catalogue: ESOMAR Congress 1968

Authors: Henry Durant, Martin Simmons

Company: Gallup International Association

June 15, 1968

The use of attitude scales in testing advertisements

The subject of today's talk gives me the opportunity to present to you the outline of a method which our advertising agency has been using for some months already. Considering the limits of time and also the subjects to be discussed today, I only...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: D. M. Delprat

June 15, 1965

The intelligent use of psychology in marketing

The main purpose of this paper is to encourage a reassessment of the contribution psychologists are making and could make to the marketing process. It is probably unwise to generalise about the function of psychologists in various countries and most...

Catalogue: ESOMAR Congress 1964

Author: Julia Ann Burdus

June 15, 1964