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Research papers

Segmentation and typology: An appraisal

As stated in the programme, the aim of this Seminar was to illustrate and discuss recent trends and experiences in segmentation and taxonomic techniques.

Catalogue: Seminar 1972: Segmentation And Typology
Author: Gabriele Morello
June 15, 1972
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Citation

Morello, G. (1972a, June 15). Segmentation and typology: An appraisal . ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/segmentation-and-typology-an-appraisal-


Research papers

When and how to buy research

For the purpose of this article it is assumed that the decision to carry out market research is well-founded. Nevertheless, examination of the reasons for carrying out the research will help, not only in deciding whether to undertake the project as...

Catalogue: The European Marketing Research Review 1971
Author: Mary Griffin
June 15, 1971
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Citation

Griffin, M. (1971a, June 15). When and how to buy research. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/when-and-how-to-buy-research


Research papers

The world of hidden desires

Motivation research is a field which has brought into the world of economic hypotheses much that is unusual and unpolished. It is a field that has many opponents and numerous admirers. The debate on the significance of motivation research and on the...

Catalogue: The European Marketing Research Review 1971
Authors: Ladislav Kopercky, Jirj Mikes
June 15, 1971
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Citation

Kopercky and Mikes (1971a, June 15). The world of hidden desires. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/the-world-of-hidden-desires


Research papers

Practical frameworks for advertising and research

Some people make a distinction between "advertising theories" and "research models". I am not going to do that. I am interested in theories of persuasion and behaviour which underly both advertising planning and market research. One of the aims of...

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

Tuck, M. (1971a, June 15). Practical frameworks for advertising and research. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/practical-frameworks-for-advertising-and-research


Research papers

Market segmentation

From the commencement of this seminar the question arose as to how to define the concept segmentation . The definition of concepts seems to me to be a basic duty. Doubtless there is a time when it is unnecessary, or even harmful. Such a case is when...

Catalogue: The European Marketing Research Review 1970
Author: Jacques Durand
June 15, 1970
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Citation

Durand, J. (1970a, June 15). Market segmentation. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/market-segmentation


Research papers

The art of asking 'why'

It is a common misconception to view motivational (or qualitative) research as a special brand of market research. But, primarily, it is not a special branch of knowledge or methodology, but a skill. Some people have more aptitude for it than others...

Catalogue: The European Marketing Research Review 1970
Author: Leslie Collins
June 15, 1970
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Citation

Collins, L. (1970a, June 15). The art of asking 'why'. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/the-art-of-asking-why-


Research papers

General comment on the seminar

Attitude is attitude, and motivation is motivation; and never the twain shall meet. This is the feeling one is left with after this seminar on Attitude and Motivation Research. In short, attitude and motivation researchers seem to me to be likely to...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: L. Collins
February 1, 1970
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Citation

Collins, L. (1970a, February 01). General comment on the seminar. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/general-comment-on-the-seminar


Research papers

Trends in psychological market research

The historical perspective in the realm of psychological market research is more restricted than that of "ordinary" market research. It is true that the hesitant beginnings of psychological research occurred around the thirties, but there was...

Catalogue: The European Marketing Research Review 1969
Author: Peter H. van Westendorp
August 1, 1969
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Citation

van Westendorp, P. H. (1969a, August 01). Trends in psychological market research. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/trends-in-psychological-market-research


Research papers

Opportunities created by the use of a computer

The two fundamental characteristics of the computer are selected and related to the market research analysis situation. To illustrate the first of these the whole area of education and communication is examined in the context of the use of a general...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Guy Sutcliffe
June 15, 1969
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Citation

Sutcliffe, G. (1969a, June 15). Opportunities created by the use of a computer. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/opportunities-created-by-the-use-of-a-computer