Resources Library by ANA

A multidimensional test for measurement and prognosis of interviewers' aptitudes (German)

The following is a report on a method to select interviewers. According to the variety of interviewer effects and errors caused by Interviewers this method had to follow a multidimensional conception. It was designed to allow: 1. A proper selection...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Otto Walter Haseloff

June 15, 1961

Factor analysis as a basis for advertising evaluation

We report on a factorial advertisements analysis, a study applying the mathematical/psychological process of the factor analysis to descriptive characteristics and resonance values of advertisements in German periodicals. As material for about 6,000...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: K. F. Flockenhaus

June 15, 1961

Models in market research

Discussions at last year's ESOMAR congress at Scheveningen have shown a growing need for scientific methods in Market Research (science in the sense of exact natural sciences), they have shown, however, at the same time a regrettable lack of...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Johannes Ax

June 15, 1961

The development of marketing research in the Indian Union

The growth of market research in the last two years in the Indian Union has happily been far greater than the growth in the markets concerned. One perhaps can say that this is due to the result of recognition last, that the marketing research...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Eric Paul Woollett Da Costa

June 15, 1961

Methods of quantification in motivation research

The recognition of those motives, which, arising from the unconscious or subconscious, become motivations for a certain irrational or "illogical” attitude, is not sufficient for the planning of advertising or sales campaigns, nor even for the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Peter Smolensky

June 15, 1961

The child audience for radio and television

Broadcasting lays an adult world open to any child who can turn a switch, displaying this world effortlessly, vividly and for the-most part uncritically. The more television takes over from radio as the main broadcasting medium, the greater the...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Frederic H. Littman

Company: British Broadcasting Corporation (BBC)

June 15, 1961

Criteria for appreciating the value of interviews in the field of industrial research (English-French)

The following considerations aim at determining the criteria decisive for appreciating the value of each interview and as such for the whole study. With this in mind a study among 100 companies which may be considered as potential buyers of a special...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Karl-Heinz Strothmann

June 15, 1961

Marketing activities in Japan

The postwar development of the Japanese economy has been remarkable. Following the economic reconstruction which was largely effected within a decade, the national economic activities have moved far beyond the prewar level, and are maintaining a...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Hiromitsu Homma

June 15, 1961

Word of mouth and media

This paper discusses a point of view often overlooked: The importance of being - as an advertiser - talked about. The most successful of advertising executives are sometimes Irked when research people come up with survey results Indicating what...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future

Author: Berend H. Feddersen

June 15, 1961