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Research papers

International research is different

This paper sustains the thesis that market research on an international basis is a very different type of operation from single-country research, and that it requires a fund of experience and a combination of skills that is different from that...

Catalogue: Seminar 1976: International Market Research
Author: Paul Howard Berent
April 1, 1976
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Citation

Berent, P. H. (1976a, April 01). International research is different. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/international-research-is-different


Research papers

Consumer versus pharmaceutical research

Pharmaceutical research is market research, just as consumer research is market research, and they are essentially the same type of activity applied to different fields. What this paper is concerned with is the position of pharmaceutical research in...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: Paul Howard Berent
March 1, 1975
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Citation

Berent, P. H. (1975a, March 01). Consumer versus pharmaceutical research. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/consumer-versus-pharmaceutical-research


Research papers

Comparability

I have referred to comparability in a very limited sense, namely the exact replication of research methods across a number of countries. I have done so because comparability is so often discussed in these terms, or because it is felt - whether...

Catalogue: Seminar 1971: Multi-Country Research
Author: Paul Howard Berent
June 15, 1971
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Citation

Berent, P. H. (1971a, June 15). Comparability. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/comparability


Research papers

Company image research as a basis for umbrella advertising

Company image research is generally thought of in connection with manufacturers of industrial products, air lines, banks and other institutions, and with objectives such as obtaining the attitude of the trade, investors and employees. Relatively...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Paul Howard Berent
August 1, 1967
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Citation

Berent, P. H. (1967a, August 01). Company image research as a basis for umbrella advertising. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/company-image-research-as-a-basis-for-umbrella-advertising


Research papers

What is the market researcher doing in an advertising agency?

The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Paul Howard Berent
June 15, 1965
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Citation

Berent, P. H. (1965a, June 15). What is the market researcher doing in an advertising agency?. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/what-is-the-market-researcher-doing-in-an-advertising-agency-


Research papers

Misunderstandings between advertising research men and creative men

Satisfactory results that are obtained from good cooperation between advertising researchers and creative men are only possible if there are really congenial partners on either side who respect each other both professionally and personally. It is...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Gunther Komp, Heinz Alpers, Paul Howard Berent
June 15, 1965
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Citation

Komp, Alpers and Berent (1965a, June 15). Misunderstandings between advertising research men and creative men. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/misunderstandings-between-advertising-research-men-and-creative-men


Research papers

Red herrings in advertising research

Much of the advertising research being carried out today defines - whether explicitly or implicitly - the effectiveness of an advertisement in terms of memorability , believability or other factors. Such advertising research is based on assumptions...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Paul Howard Berent
June 15, 1965
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Citation

Berent, P. H. (1965a, June 15). Red herrings in advertising research. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/red-herrings-in-advertising-research


Research papers

Measuring and predicting sales effectiveness of advertisements

Is there any possibility to directly trace back turnover increases to the effect of certain advertising measures? or: Is it possible to measure or predict concrete sales effectiveness of advertising measures? or: Which profits bring this or the other...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Uwe Johannsen, Heinz Alpers, Paul Howard Berent
April 1, 1965
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Citation

Johannsen, Alpers and Berent (1965a, April 01). Measuring and predicting sales effectiveness of advertisements . ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/measuring-and-predicting-sales-effectiveness-of-advertisements-


Research papers

Interviewer recruitment and training

My belief in interviewer selection and training in the simplest terms t we spend a lot of time in studying the problem before we embark on a survey s we take a lot of trouble over sample design and over preparing and testing a questionnaire! we spend...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Paul Howard Berent
June 15, 1962
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Citation

Berent, P. H. (1962a, June 15). Interviewer recruitment and training. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/interviewer-recruitment-and-training