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Research papers

How to improve the quality of research?

Quality is not a property in itself. It can be stated that quality is always related to costs. This is the reason why one could speak about the quality-cost-complex. Both factors are interrelated. Better research designs or bigger samples or both...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Lies Deggeller, Benno Stoppelman
August 1, 1975

Research papers

How to reward interviews (French)

The carrying out of this research has a double origin: 1. A general purpose with a deontological characteristic Market surveys are based on information given by the interviewed people who accept to provide it. It appears as rather unfair that these...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: François Frisch, Patrick Le Maire
August 1, 1975

Research papers

Some remarks about choice analysis (French)

This paper has the mere ambition to bring users of data analysis to perceive some of their problems in terms of order processing or better in terms of preferences processing. In this way, we will try, in a first part, to give some points about...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Jean Luis Brousse
August 1, 1975

Research papers

Segmenting by consumer responses to a change in a marketing stimulus

This paper reports on a relatively new basis for segmenting market by elasticity of consumer response to a change in a marketing stimulus. Segmentation by elasticity seeks to analyse change in consumer responses to changes in price, deal or...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Henry Assael, A. Marvin Jr.
August 1, 1975

Research papers

Some problems associated with the use of multidimensional scaling

The object of the present paper is to conduct an overview of the main problems associated with the use of multidimensional scaling analysis in marketing, in order to: 1. Recognise their essential dimensions; 2. Present an account of the elements of...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Bernard Dubois, Yves Evrard
August 1, 1975

Research papers

Standardizing advertising for the international market

Should advertising of various products and services be standardized in the international market, or are there too many cultural obstacles? At one extreme is the view that one basic advertising theme is desirable because of similarities in points of...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Steuart Henderson Britt
August 1, 1975

Research papers

Fieldwork quality

The paper illustrates that the quality of fieldwork is still a matter of concern and that although research suppliers and buyers are aware of this, and recognise fieldwork as a most important element of any research project, little is being done to...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: D. K. Willingale
August 1, 1975

Research papers

Getting the best out of brand image work

This paper describes a case history in the shampoo market where we set out to overcome these restrictions and develop a fresh approach to brand image work designed to fulfil more closely the users' needs in terms of range of information,...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Ann Hughes Hallett, Mike Buckle
August 1, 1975

Case studies

Improving the communications of research findings

In an effort to make a substantive and illustrative contribution to the topic "Quality in Research" this paper concentrates on quality in the use of research - on improving the communications of research findings, based on three studies. In each case...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Robert M. Worcester
August 1, 1975