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Research papers

Flexibility

Just to summarise very quickly, I have talked about the things which are meaningfully taken into account on a methodical basis in planning industrial interviewing. I have suggested considering:- 1. The nature of the marketing problem; 2. The kind of...

Catalogue: Seminar 1973: Industrial Marketing Research- Sampling And Interviewing Problems
Author: Peter J. Hayes
January 1, 1973

Research papers

The marketing mix of retailing firms and its strategic and research problems

In order to know the real mechanics of distributive structures, and particularly of their evolution, it is first necessary to identify and analyse the functions they have to fulfil and the way in which they are (or are not) fulfilled. Every retailing...

Catalogue: Seminar 1974: Management Information For Retail Organisations
Author: Giancarlo Ravazzi
April 1, 1974

Research papers

Multinational market research as a basis for multinational marketing in the textile field (German)

The public eye nowadays is to an increased extent directed on multinational enterprises. Multi nationality, however, is rarely spontaneously associated with the sector clothing. Enterprises or even brands of absolutely world reputation are hardly to...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Heinrich Pemsel
September 1, 1974

Research papers

Fashion merchandising

This paper is based on experience and experiments over a number of years in a small chain of shoe shops, all concentrating on women's and men's fashion shoes. The paper tries to make an assessment of the factors that are influenced by fashion in the...

Catalogue: Seminar 1974: Fashion, Research And Marketing
Author: Martin D. Callender
December 4, 1974

Research papers

Changing the brand image

This paper proposes to reconsider the attitude of marketing researchers on brand image. Two examples are put forward, both of them concern transportation. The brand image of automotive products is determined, apart from the "objective” knowledge...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Louis Marton
August 1, 1975

Research papers

The evolution of the market researcher

This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state of...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
August 1, 1975

Research papers

The evolution of the market researcher (German)

This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
August 1, 1975

Research papers

Yea-saying

This paper takes a careful look at the phenomenon of 'yea- saying' , defined as "the tendency of respondents to express agreement with a statement irrespective of the attitude expressed by that statement". Most experienced researchers would probably...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Roger J. Stubbs, Peter Hutton
June 15, 1976

Research papers

Tourism saturation

The objective of this paper is to attempt to predict when tourism saturation will be reached in the UK; to identify the factors which are critical in determining saturation levels; finally to indicate where demand and supply may not in future be...

Catalogue: Seminar 1977: Travel And Tourism
Author: Thomas J. Carter
June 15, 1977