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Research papers

Are post-tests of print advertisements conducted on the right respondents

The main purpose of post-tests of magazine ads is evaluating how successful ads are in their communication task with magazine readers. Magazine readers, on the other hand, are quantified and analysed by means of readership surveys. One could,...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Jean Michel Agostini
June 15, 1965
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Citation

Agostini, J. M. (1965a, June 15). Are post-tests of print advertisements conducted on the right respondents. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/are-post-tests-of-print-advertisements-conducted-on-the-right-respondents


Research papers

Comparability in multi-country surveys

This paper discusses the following main points: 1. Either for combining findings from different countries, or for comparing them it is essential to have truly comparable data. 2. The use of the same methods in different countries does not by itself...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Lucy Webster
June 15, 1965
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Citation

Webster, L. (1965a, June 15). Comparability in multi-country surveys. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/comparability-in-multi-country-surveys


Research papers

Opinion and market research in France

The systematic use of opinion and market research is relatively new in France. In summing up the most important development to be seen is the ever increasing variety of the objectives of opinion and market research. The reason for this lies generally...

Catalogue: ESOMAR Yearbook 1964-1965
Author: Jacques de Felice
June 15, 1965
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Citation

de Felice, J. (1965a, June 15). Opinion and market research in France. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/opinion-and-market-research-in-france


Research papers

Operational research, market research and advertising

The distinction between operational research (OR) and market research is a clear one. The task of operational research is to predict and compare the outcomes of alternative management plans and decisions; the distinctive approach is to develop models...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Bernard Warner
June 15, 1965
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Citation

Warner, B. (1965a, June 15). Operational research, market research and advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/operational-research-market-research-and-advertising


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 April 27, 2024, from


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


Research papers

A method of evaluating advertising penetration

The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in...

Catalogue: ESOMAR Congress 1964
Author: Claude Matricon
June 15, 1964
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Citation

Matricon, C. (1964a, June 15). A method of evaluating advertising penetration. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-method-of-evaluating-advertising-penetration


Research papers

Methodological aspects of a survey by sounding carried out by Gaz de France

The more and more frequent use of electronic computers, during the recent years, for the interpretation of the data collected in market studies by sounding has focussed attention on the necessity of an increased methodological rigour resulting from...

Catalogue: ESOMAR Congress 1964
Author: Andre Des Royeries
June 15, 1964
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Citation

Des Royeries, A. (1964a, June 15). Methodological aspects of a survey by sounding carried out by Gaz de France. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/methodological-aspects-of-a-survey-by-sounding-carried-out-by-gaz-de-france


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
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Citation

Rothman, J. (1963a, June 15). Formulation of an index of propensity to buy. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/formulation-of-an-index-of-propensity-to-buy


Research papers

Econometry and psycho-sociology complementary methods of approach

This example illustrates an extremely rewarding method of collaboration between psycho-sociological specialists and econometric specialists. Such collaboration should be developed more end more in the study of many forecasting problems. In this...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Emeric Deutsch, Michel Simon
September 3, 1962
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Citation

Deutsch and Simon (1962a, September 03). Econometry and psycho-sociology complementary methods of approach. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/econometry-and-psycho-sociology-complementary-methods-of-approach