Resources Library by ANA

Questionnaire monotony endangers the comparability of results

But monotony is powerful enough to adulterate the results. Noelle Neumann proved that the influence of monotony was visible even in simple inquiries, for example when ascertaining readership figures of daily newspapers. If the questionnaire was...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Erp Ring

Company: Institut für Demoskopie Allensbach GmbH

September 5, 1976

Key factors in the changing state of medical marketing

Research already conducted by CRAM Pharmaceutical indicates that this comfortable picture, which is characterized by the traditional low profile the industry has maintained from a public relations point of view, maybe under serious threat from a...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1976

Qualitative research on Dettol in the mother and baby area

Dettol performs relatively poorly in image terms comparedwith Savlon in the area of mothers with young babies.This is particularly the case in relation to recommendationsby clinics for babies and for those with delicate skins.Reckitt Colman also have...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

July 19, 1976

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

Factor analysis

The paper shows how different versions of factor analysis applied to the same data can lead to different results. In contrast, factor analyses of data which differ can lead to the same results. These are two major limitations of the technique. Two...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Martin Alan Collins, Andrew S. C. Ehrenberg, Gerald J. Goodhardt

June 15, 1976

Complexity and change in the modern marketing environment

The paper discusses the complexity of the modern marketing environment and the need for a more comprehensive view of buying behaviour. Over the past decade several new factors, such as increasing government intervention in industry and commerce and...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers

Author: Peter Michael Chisnall

June 1, 1976

Does international marketing exist?

There are a number of factors that continue to form an obstacle to International marketing; and economic developments of recent years make ft difficult to forecast a favourable future for trans-national marketing efforts. This afternoon I should like...

Catalogue: Seminar 1976: International Market Research

Author: W. de Groot van Embden

April 1, 1976

A study of the effects of printing quality on the readers' perceptions of magazine advertisements

Advertisers and agencies pay considerable attention to the quality of colour reproduction in print advertisements.This paper is concerned with the extent and manner in which inevitable variations in reproduction between different magazines, caused by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Alan Smith

March 1, 1976

Television

This paper describes the depletion that occurs to a television program audience (beyond the program rating itself), specifically as these variations relate to television advertising's communications effectiveness. The variables examined include type...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Robert A. Schneider

Company: Burke, Inc.

March 1, 1976