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Research papers

Marketing research in the conditions of development of collective consumption

The aim of the paper is to discuss the interrelationships between collective consumption and the market, and the influence of collective consumption on the market and marketing research. In the detailed analysis the author discusses the influence of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Remigiusz Krzyzewski
September 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

Traffic re-routing

This paper is concerned with a study commissioned by a local authority in London to check reactions of residents to a scheme by which traffic re-routing eased congestion on most roads at the inevitable expense of increased congestion on some....

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Bob Lane, Leonard R. England
September 1, 1974

Research papers

Image research and the retailer

There is a tendency among market-researchers and market-research agencies, to standardise and to keep to current methods and techniques which have been found suitable in practice, with the result that a full adaptation to the problems posed does not...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: N. G. H. Krans, C. Goud
September 1, 1974

Research papers

Does co-ordination of international qualitative research deny creativity?

The paper looks at the fundamental issues involved in competently conducting qualitative research on an international scale. No attempt is made to gloss over the basic problems which can, and do, exist, in favour of expanding the niceties of recently...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Jackie Dickens, Barrie Parker
September 1, 1974

Research papers

Factors affecting response rates in market research surveys

In this paper, the author brings together from varying sources evidence as to the extent of the growth in refusal rates, discusses and evaluates possible causes of the increase in the percentage of selected respondents who will not co-operate and...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Peter B. Hodgson
Company: Harris Interactive (Europe)
September 1, 1974

Research papers

The function of media

Media have very different characteristics, not only in terms of differences in readership or listenership and this type of related dimensions, but I am also thinking of differences in communication capacity based on differences in the level of...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Benno Stoppelman
September 1, 1974

Research papers

The use of a panel by a large distribution company

The purpose of this paper is simply to describe a proposal for the use of a consumer panel. The techniques employed are well known and do not call for reference to a bibliography or for complicated theoretical explanation. We deal here with a first...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Marc Galliot
September 1, 1974

Research papers

The use of marketing research in large French companies (French)

One of the main problems concerning marketing research is that of the effective use of the results and their integration into the decision-making process. Although much effort has been devoted to the improvement of research methods, one has in...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Patrick Le Maire, Yves Evrard
September 1, 1974