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Research papers

The application of consumer research to marketing synthetic fibres

The 1960's have marked dramatic growth in consumption of fully-synthetic fibres. In 1960 they accounted for only of the consumption of the world's textile industries - by 1969 over 20/0 of fibre used was synthetic, consumption being concentrated in...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: S. J. Dobbie, J. l. Harrison
September 1, 1970

Research papers

Market research as an aid for premium buying policy

In modern marketing (free) gift campaigns are frequently applied. At the end of 1968 and in the beginning of 1969 a free gift campaign was carried on in The Netherlands for BRIO margarine. This campaign was packaging, sending to the effect that the...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: P. J. Dobbenberg, Ger C. Schild
Company: NIPO
September 1, 1970

Research papers

Area tests and consumer surveys to measure advertising effectiveness

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Susanna Segnit, Simon Broadbent
September 1, 1970

Research papers

The use of attitude data in the short-term forecasting of durable expenditure

This paper outlines some current research being conducted at the London Business School, sponsored by the Leverhulme Trust in conjunction with the Gallup Poll, into how market survey data can be used to measure the state of consumer expectations and...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Gordon Heald
September 1, 1970

Research papers

Market forecast models for consumer durables

In this paper some methods will be described which are being used for forecasting markets of consumer durable goods. The models will be explained for both initial and replacement demand separately. As market forecasts are being used together with...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Peter L. F. de Jong
Company: Philips International
September 1, 1970

Research papers

Introduction to the sequence of papers

The sole purpose of research into markets lies in the support it can give to planning for different time periods. This implies that market research becomes marketing research when it also deals with research into the most economic way of application...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Jan van Rees
Company: Philips International
September 1, 1970

Research papers

Can advertising and media planning be improved by the use of single-source data?

The TGI, of course, is not the first single-source media product survey to be set up on a continuous basis. The TEM system in Sweden, and the Brand Rating Index and Simmons surveys in the USA, also work elsewhere on data marriage, are all extremely...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Christopher Minter
September 1, 1970

Research papers

What is the short-term effect of advertising?

This paper describes the new methods of analysis which were developed to isolate this relationship in such a way that it is not contaminated by spurious variables. Nine of the product fields covered by the diary have been studied: washing powders,...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Colin McDonald
September 1, 1970

Research papers

The contribution market research can make to strategic planning by exploring and exploiting the product life cycle concept

The market research profession can fill the gap by taking the attitude that it is in the information business , rather than in the research business . That, in other words, the market researcher seeks to fill industry's need for information as the...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Maarten Van Mesdag
September 1, 1970