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Research papers

Towards an improved reading and noting technique

This experiment has, we believe for the first time, demonstrated that it is possible (in fact without having to "mount eye cameras onto magazines or their readers" to take a technique on which over the years millions of dollars and pounds have been...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: Robert Fletcher, Bill Mabey
June 15, 1971

Research papers

Application of primary surveys and desk research to media planning

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970

Research papers

Application of primary surveys and desk research to media planning (German)

This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Friedrich A. Rode
September 1, 1970

Research reports

Readership survey newspaper freesheets

Within the circulation area of the Lancashire Evening Post a number of Freesheet operations have been recently set up; these Freesheets claim to offer local businesses, especially the smaller retailers, a cost-effective advertising medium which...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1970

Research papers

Reading behaviour reconsidered

It is in the interests of the advertisers and media owners to know about reading behaviour - either in relation to specific advertisements or with regard to entire media. The problem is that widely-used methods of collecting data relating to reading...

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

Research papers

Tape recording

In a readership survey conducted in London, one interview in every three had been tape recorded. Through follow-up intensive interviews, conducted the next day, estimates were developed of the accuracy of certain of the information collected in the...

Catalogue: The European Marketing Research Review 1968
Author: William A. Belson
August 1, 1968

Research papers

The SCAL model (French)

This paper will consist of two parts: In the first, I shall describe the SCAL model briefly, confining myself to the chief aspects which are necessary in order to show the value of a detailed knowledge of readership behaviour. The second and in fact...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: M. Chariot
August 1, 1967

Research papers

The SCAL model

This paper will consist of two parts: In the first, I shall describe the SCAL model briefly, confining myself to the chief aspects which are necessary in order to show the value of a detailed knowledge of readership behaviour. The second and in fact...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: M. Chariot
August 1, 1967

Research papers

Comments on mr. Stapel's paper

Let me first of all express my sincere appreciation of Mr. Stapel's paper. I consider it to be a most valuable contribution to the subject we are dealing with at this seminar - not at least because of the important empirical material which is...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Erik Lohmann
June 15, 1967