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Research reports

Qualitative research on Silvikrin television commercials

The research was designed to establish whether Silvikrin gains by moving from the traditional territory into more realistic, modern areas. More specifically, the objectives were: 1. To discover which of the three commercials effectively brands...

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

Research papers

Recent developments in market segmentation

Market segmentation is a diffuse topic, embracing a wide range of issues. This paper discusses a number of these that have arisen in work carried out by the author during recent years. She main theme of the paper is the need to preserve a flexible...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: J. A. Lunn
June 15, 1969

Research papers

Comment on Mr. Norman Squirrel's paper read on Tuesday morning, September 13th

The purpose for which discriminant analysis was developed, and for which it tends to be used in practice, is to obtain a function discriminating between individuals belonging to two or more populations, which can then be used to allocate further...

Catalogue: ESOMAR Conference 1960
Author: ESOMAR B.V.
September 13, 1960

Research papers

Methods of brand image research

The second major application of brand, image study, to which the rest of this talk is devoted that of diagnosis of the brand situation in the market. Nobody is ever satisfied with their brand there is always room for improvement. What is the...

Catalogue: ESOMAR Conference 1960
Author: N. J. Squirrell
June 15, 1960

Research papers

Methods of brand image research (French)

The second major application of brand, image study, to which the rest of this talk is devoted that of diagnosis of the brand situation in the market. Nobody is ever satisfied with their brand there is always room for improvement. What is the...

Catalogue: ESOMAR Conference 1960
Author: N. J. Squirrell
June 15, 1960