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Research papers

Case history of a 16-country survey

In 1969 the European Editions of The Reader's Digest conducted a multi-country survey in 16 countries of Western Europe. I propose to tell you something of how we did it: the problems we met, the actions we took and what we think we learned....

Catalogue: Seminar 1971: Multi-Country Research
Author: Edward W. Whitley
June 15, 1971
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Citation

Whitley, E. W. (1971a, June 15). Case history of a 16-country survey. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/case-history-of-a-16-country-survey


Research papers

A case history on research-based below-the-line campaign

The problem consisted in promoting the sales of two cigarette brands: A. Cigarettes, rather strong-tasting American conventional filter-tipped cigarettes; - B. Cigarettes, blond cigarettes, with a very light aroma thanks to its very efficient active...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Bernard Krief
May 19, 1971
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Citation

Krief, B. (1971a, May 19). A case history on research-based below-the-line campaign. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-case-history-on-research-based-below-the-line-campaign


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
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Citation

Segnit and Broadbent (1970a, September 01). Area tests and consumer surveys to measure advertising effectiveness. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/area-tests-and-consumer-surveys-to-measure-advertising-effectiveness


Research papers

The practical application of package-goods marketing to international travel

It has often been suggested that marketing in the service trades bears no relation to conventional package goods. However, to give one example, there is considerable evidence that the most successful operators in the tourist industry in recent years...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: John R. Williams, Alan Wolfe
Company: Ogilvy
September 1, 1970
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Citation

Williams and Wolfe (1970a, September 01). The practical application of package-goods marketing to international travel. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-practical-application-of-package-goods-marketing-to-international-travel


Research papers

The art of asking 'why'

It is a common misconception to view motivational (or qualitative) research as a special brand of market research. But, primarily, it is not a special branch of knowledge or methodology, but a skill. Some people have more aptitude for it than others...

Catalogue: The European Marketing Research Review 1970
Author: Leslie Collins
June 15, 1970
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Citation

Collins, L. (1970a, June 15). The art of asking 'why'. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-art-of-asking-why-


Research papers

Strategic decision

Company management is often faced with the problem of choosing between strategies with a multitude of consequences whose overall effects are difficult to assess. The manager is liable to overestimate the importance of some factors of which experience...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Robert Jeanteur
June 15, 1969
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Citation

Jeanteur, R. (1969a, June 15). Strategic decision. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/strategic-decision


Research papers

A marketing information system

The complexity of modern business is such that it is sometimes necessary for us to stand back and try to find an underlying theory or concept on which to hang all the various otherwise dissociated problems and events. The purpose of this paper is to...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: David Miln
June 15, 1969
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Citation

Miln, D. (1969a, June 15). A marketing information system. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-marketing-information-system


Research papers

A marketing approach of a merger

In France there is presently an increasing development of horizontal mergers between companies belonging to the same field. In this paper we shall study only the mergers which occur in the mass consumption field, due to the following reasons: -...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Nicolas Steinberg
June 15, 1969
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Citation

Steinberg, N. (1969a, June 15). A marketing approach of a merger. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-marketing-approach-of-a-merger


Research papers

A marketing approach of a merger (French)

In France there is presently an increasing development of horizontal mergers between companies belonging to the same field. In this paper we shall study only the mergers which occur in the mass consumption field, due to the following reasons: -...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Nicolas Steinberg
June 15, 1969
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Citation

Steinberg, N. (1969a, June 15). A marketing approach of a merger (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-marketing-approach-of-a-merger-french-