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Research papers

Innovation by data analysis (French)

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jean Paul Aimetti
June 15, 1976

Research papers

Price policy, commercial success and therapeutic advantage of pharmaceutical innovation

The paper reports on a study which examined all new single chemical entities introduced on to the British prescription medicine market between 1962 and 1970. The therapeutic novelty and value of each at the time of product launch was assessed by a...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Ducan Reekie
June 15, 1976

Research papers

Innovation by data analysis

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which:- provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Jean Paul Aimetti
June 15, 1976

Research papers

Marketing research & innovation

A new product development and market successful introduction is always the result of a very complex process. A long time has elapsed since the initial idea, which may have come from the research people, the sales force or the general management. The...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: J. P. Mayeur
September 1, 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

Innovative marketing between industrial civilization and culture

The identification of certain changes on a world-wide level leads to the need to redefine the firm in terms of the prospects of permanent innovation on two levels, that of "civilization" and that of "culture". With such an aim it is necessary to...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: D. Bratina, G. Zanetti
September 1, 1972

Research papers

Changing test market technology in the USA

This paper focusses on the changing nature of new product test marketing. Perhaps first, it is appropriate to discuss the reason behind test marketing. The paper describes a survey of test marketing practice covering major American grocery, drug and...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: D. K. Hardin
September 1, 1972

Research papers

Some notes on the application of a general theory of diffusion of innovations on household decision-making

Advertising is an activity which can be defined in many ways. One definition is of particular interest in the context of this paper. It is a definition which is suggested by more or less simple theories which are used when defining advertising norms...

Catalogue: ESOMAR Congress 1968
Author: G. J. Randoe
June 15, 1968

Research papers

The revolution in test marketing

The presentation focuses on the use of marketing experimental techniques by most of the Major United States grocery and drug product companies. It will be based on over 100 marketing experiments and simulations. fhree significant improvements in...

Catalogue: ESOMAR Congress 1968
Author: David Harding
June 15, 1968