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Research papers

The Delta Copy Test I

The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Ulrich Jetter
June 15, 1965

Research papers

Formulation of an index of propensity to buy

We have then compared the efficiency of four different methods of measuring propensity to buy and the conclusion from this comparison would appear to be that the gift scale method which we have developed has the greatest likelihood of yielding...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: James Rothman
June 15, 1963

Research papers

Economic forecasts with special reference to field studies

I shall not specifically deal with economic forecasts of a general nature, but that I shall put the accent on market forecasts. It may well be reasoned that every market forecast presupposes a forecast of the business situation and of any expected...

Catalogue: ESOMAR Congress 1956: Advertising Research
Author: Jan van Rees
June 15, 1956