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Research papers

Sampling large business and industrial universes

This paper describes a method of sampling and interviewing small minorities of the total population in their homes with high cost effectiveness. It has been developed as a solution to the problem of representing the total U.K. universe of...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: JWP Cornish, Dawn Mitchell
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

Measuring advertising effect through multidimensional scaling of perceptions and preferences

In this study a multidimensional scaling approach is used in order to determine the effects on the marketplace of an advertising campaign for a menthol cigarette. The design of the study has been one of an experimental nature with one control group...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Sverre Riis Christenben
Company: AIM Create
June 15, 1976

Research papers

Aspects of agricultural marketing

The paper discusses five aspects of the authors' experience in agricultural marketing research, dealing with: 1) The farmer as a customer; 2) The farmer as a supplier; 3) The farmer as a marketer; 4) The development of agricultural marketing policy;...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: David H. Pickard, Howard Biggs
June 15, 1976

Research papers

Contribution of typological studies to the elaboration of an advertising strategy (French)

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Frédérique Madrières, Daniel Caumont
Company: Nestlé
June 15, 1976

Research papers

From a survey of market needs to the designing of a total product

In the light of a series of market surveys begun by the SNCF in 1967, there emerged as a common factor: the second- class passengers' deep dissatisfaction with the service provided. Since the SNCF was also facing the prospect of extensive renewal of...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: P. Rapello, Jacques Chauvineau
June 15, 1976

Case studies

Grouping of skills the application of research techniques to a problem or job mobility

This paper describes a case study in the application of research techniques to a problem concerning occupational mobility. In 1975 the Training Services Agency, under the aegis of the UK Manpower Services Commission, initiated a project called...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Geoffrey Holland, Ann Hughes Hallett
June 15, 1976

Research papers

Segmentation index and store image in retail and service establishments

In attempting to develop market segments for retail establishments, a Segmentation Index can be used effectively. This is a tool constructed by using a number of subjective and objective criteria in order to determine socio-economic status of the...

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