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Research papers

A new approach to measuring the customer's relationship with the brand

The paper describes a research tool- the Conversion Model -which is now being widely used in the USA, but is still relatively unknown in Europe. Essentially what the model does is to define the people in any given universe according to their...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Roger S. Parkyn
June 15, 1992

Research papers

TV advertising pre-testing

Early in 1974 Albemarle Market Research were asked by John Player & Sons to conduct a review of TV advertising pre-testing methods and to devise an optimum research solution. The theme of this conference is Research that works for today’s...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Roger S. Parkyn
June 15, 1980

Research papers

TV advertising pre-testing

This is a case history of an attempt to use established, non- innovative research techniques to construct a system of T. V. advertisement pre-testing which could provide actionable results. For marketing management the research results must relate...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Roger S. Parkyn
September 1, 1976