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Research papers

International corporate image research

This paper offers an overview of the types of objective set for corporate image programmes, and discusses the problems of target group definition in an international context. It argues that more attention should be given to the processes of opinion...

Catalogue: Seminar 1981: Industrial Marketing Research
Author: Nicholas Winkfield
October 1, 1981
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Citation

Winkfield, N. (1981a, October 01). International corporate image research. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/international-corporate-image-research


Research papers

Affinity and communication indices as qualitative scales for the selection of target groups

In a market which is becoming increasingly narrow for the print media, certain future directions are recognisable, all of which require increased target group research. New magazines devoted to new target groups are developed from editorial sections...

Catalogue: Seminar 1981: Publishing in the 1980's
Authors: Georg Gramse, Kurt Ludwig
June 15, 1981
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Citation

Gramse and Ludwig (1981a, June 15). Affinity and communication indices as qualitative scales for the selection of target groups . ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/affinity-and-communication-indices-as-qualitative-scales-for-the-selection-of-target-groups-


Research papers

Rare target groups

Finding samples representing segments of the general population when the rate of strike (percentage of the segment in total population) is inferior to 20%, is becoming a common performance asked from the practitioner by client marketing companies....

Catalogue: Seminar 1981: Sampling Problems And Data Collection
Author: Alain Zwilling
May 1, 1981
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Citation

Zwilling, A. (1981a, May 01). Rare target groups. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/rare-target-groups


Research papers

Sampling businessmen

This paper reviews the sampling and fieldwork techniques of five Businessman Readership Surveys conducted in the UK during 1973-1980. It's objective is to present in outline, and discuss, the sampling approaches designed for surveying a "large"...

Catalogue: Seminar 1981: Sampling Problems And Data Collection
Author: Erhard Meier
May 1, 1981
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Citation

Meier, E. (1981a, May 01). Sampling businessmen. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/sampling-businessmen


Research papers

The refinement of multi-media analyses about useful criteria for media planning

The following contribution should make it clear even to researchers outside this specific field that media planning studies have tested many different approaches to see whether they led to a more highly discriminating description of the media and its...

Catalogue: ESOMAR Congress 1980: Taking Stock
Author: Jochen Hansen
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1980
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Citation

Hansen, J. (1980a, September 01). The refinement of multi-media analyses about useful criteria for media planning . ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/the-refinement-of-multi-media-analyses-about-useful-criteria-for-media-planning-


Research papers

Levi's: The art of staying ahead

Founded in 1850, Levi Strauss is now the largest clothing manufacturer in the world. The historical development of the Company is traced, and the astonishing growth in the blue jean market from the 1950s onwards. The way that the Levi Strauss Company...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making
Authors: Judith Blundun, Christine Restall
June 18, 1980
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Citation

Blundun and Restall (1980a, June 18). Levi's: The art of staying ahead . ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/levi-s-the-art-of-staying-ahead-


Research papers
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Citation

van Vliet, J. L. (1980a, June 18). Report of the working group . ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/report-of-the-working-group-


Research papers

Spare time and playing of children

Systematic children research can show discrepancies regarding the children's world of spare time and play. In part, children want something quite different in their spare time from what they may do and what they really do in adaptation-to the...

Catalogue: Seminar 1980: Children And Young People
Author: Brigitte Melzer
June 15, 1980
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Citation

Melzer, B. (1980a, June 15). Spare time and playing of children. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/spare-time-and-playing-of-children


Research papers

Application of life style studies media planning by motivational-psychological criteria

In our agency, advertising campaigns are developed in principle in the aspect of individual reach of target persons, and not with alignment to the mass public. The advertising is to reach the individual person, and not a more or less heterogeneous...

Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Heinz Retsch
June 15, 1980
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Citation

Retsch, H. (1980a, June 15). Application of life style studies media planning by motivational-psychological criteria. ANA - ESOMAR. Retrieved May 31, 2024, from


https://ana.esomar.org/documents/application-of-life-style-studies-media-planning-by-motivational-psychological-criteria