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Research papers

The interview: "Weakest link in the survey chain"

The survey organisations have tried to make the interviewer as neutral as possible. In order to eliminate the impact of any one interviewer, his conduct is subject to a number of strict rules. So long as the influence of the interviewer cannot be...

Catalogue: The European Marketing Research Review 1966
Author: Sebastian Herkommer
August 1, 1966

Research papers

What the market researchers would like to ask the mathematicians

Although exhaustive answers to these twelve questions, and their practical application would considerably widen the above-mentioned bottleneck, new problems must be reckoned with on the way. The questions themselves do not always apply/ or do not...

Catalogue: The European Marketing Research Review 1966
Author: Theodor Harder
August 1, 1966

Research papers

How research can have greater creative utility

To summarise, the essential conclusion that I have tried to argue towards is that the dichotomy between the creative man and the research man is false. The research man has got to understand what the creative man needs as he has to provide it. The...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Keith Fell
June 1, 1966

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

Research papers

The identity crisis of the market researcher

The growth of marketing has also furthered the growth of two series of roles, one that of the Marketing Manager and another that of the Marketing Researcher. It is the purpose of this paper to examine the role of the researcher and its relationships...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Kenn Rogers
June 15, 1965

Research papers

Market research in Denmark

In the spring of 1963 a pending general labour dispute caused a slowdown in marketing research activities in Denmark. When this dispute was brought to an end there was a revival resisting in more market research work than in any preceding year. The...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Per Dam
June 15, 1965

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

Research papers

The case of a centralized interviewer organisation

The structure of the interviewer organisation should follow; from the functions this organisation has to perform. These functions are of a very special kind, not comparable with other, occupational functions. They are also quite different from those...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Elisabeth Noelle-Neumann
June 15, 1962