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Research papers

Qualitative media research in the market-place

The purpose of this paper is to discuss the position of qualitative media data in relation to the interests and orientations of the various parties potentially concerned in its generation and use. It is argued that these orientations have resulted in...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Brian Allt
March 1, 1976

Research papers

Beyond vehicle contact

Four basic problem areas are identified and discussed. An adequate conceptual framework of the advertising effect process, within which 'qualitative' media factors operate, is seen as comprising four elements: vehicle; message; audience; and contact...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Michael M. Brown
March 1, 1976

Research papers

The usage of qualitative media data

The paper concerns the question of how to include qualitative criteria into current media-planning procedures, and the appraisal of the improvements which may be expected by the usage of qualitative data. After a description of the media model used...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Jean Michel Agostini
March 1, 1976

Research papers

The effect of a quality approach on response-rates in industrial mail surveys

This paper reviews - after a short discussion on the suitability and application of mail surveys in industrial research - a number of possibilities to increase the quality of mail-survey-response, both in terms of completeness and of extent. It...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: G. van der Most
August 1, 1975

Research papers

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

Research papers

Pharmaceutical concept tests by telephone

The general image of telephone interviewing is of very short quantitative measurements.Therefore , the idea of using telephone interviewing for studies with medical doctors has so far rarely been realised. This is true despite of the fact that...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: Ralph Weill
March 1, 1975

Research papers

Some approaches to forecasting in the domain of clothing

Several qualitative and quantitative approaches of the consumers have been developed. We shall give some examples of the feminine market, because it is more influenced by the fashion than the masculine and the children markets, which have also been...

Catalogue: Seminar 1974: Fashion, Research And Marketing
Author: Jean-François Boss
December 4, 1974

Research papers

The development of advertising for Martini in the UK

The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Author: David Wilding
June 15, 1973

Research papers

A critical appraisal of pilot techniques in qualitative research

In many ways the qualitative research techniques have remained static over the years and have come to be taken very much for granted. It is perhaps instructive therefore, in the context of greater sophistication in quantifying attitudes, to...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: John F. Drakeford
February 1, 1970