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Research papers

The motorist and his car

The importance of understanding the motorist's mentality, and how his mentality is changing, should be obvious in the areas indicated below. The degree to which a motorist willingly and enthusiastically accepts a car as an exciting and enjoyable part...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Mark R. C. Lovell
June 15, 1973

Research papers

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972

Research papers

Analysis tendencies of our time

Therefore the system of buying-power-class is frequently employed today. By this method of classification the social level is no longer considered alone; chosen as additional characteristics are standard-of-living/manner combined with financial...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Peter Smolensky
June 15, 1963