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Research papers

Component analysis in clustering

The last few years have seen a great development of the use of clustering in market research, either for specific operations or as part of more universal operations. These two types of approach - specific or universal - meet different objectives and...

Catalogue: Paper 1978: Analysis of Data
Author: Daniel Caumont
Company: Nestlé
February 1, 1978
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Citation

Caumont, D. (1978a, February 01). Component analysis in clustering. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/component-analysis-in-clustering


Research papers

Contribution of typological studies to the elaboration of an advertising strategy

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
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Citation

Madrières and Caumont (1976a, June 15). Contribution of typological studies to the elaboration of an advertising strategy. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/contribution-of-typological-studies-to-the-elaboration-of-an-advertising-strategy


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
×

Citation

Madrières and Caumont (1976a, June 15). Contribution of typological studies to the elaboration of an advertising strategy (French). ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/contribution-of-typological-studies-to-the-elaboration-of-an-advertising-strategy-french-


Research papers

Experience of a computer system for the quality control of interviewers

This paper describes a method of using the computer, as a stage of the checking process, to look for interviewers, who have cheated or deviated from the specified instructions. The method is simple and has often been recommended, but to our knowledge...

Catalogue: Seminar 1973: Fieldwork, Sampling And Questionnaire Design
Authors: R. King, P. Trotman
Company: Nestlé
October 1, 1973
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Citation

King and Trotman (1973a, October 01). Experience of a computer system for the quality control of interviewers. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/experience-of-a-computer-system-for-the-quality-control-of-interviewers


Research papers

Theoretical notes on an experiment

This essay has been based on an experiment; the examination of the "image" of a brand of condensed milk. The process of investigation has been developed over several years. The Institute of Investigation and the Client's Market Research Department...

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Authors: Francisco Castaher, Jesus Ibanez
Company: Nestlé
September 1, 1970
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Citation

Castaher and Ibanez (1970a, September 01). Theoretical notes on an experiment. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/theoretical-notes-on-an-experiment


Research papers

Marketing research as a top management tool (German)

For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Max Gloor
Company: Nestlé
August 21, 1967
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Citation

Gloor, M. (1967a, August 21). Marketing research as a top management tool (German). ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/marketing-research-as-a-top-management-tool-german-


Research papers

Marketing research as a top management tool

For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Max Gloor
Company: Nestlé
August 21, 1967
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Citation

Gloor, M. (1967a, August 21). Marketing research as a top management tool. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/marketing-research-as-a-top-management-tool


Research papers

Patterns in the ways that advertising works

The paper has been developed as a generalisation of the conditions where certain methods, advice and cautions are in order on the choice and interpretation of research. Two main ideas are brought out: the importance of the product to a person and the...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Charles W. Clunies-Ross
Company: Nestlé
June 15, 1967
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Citation

Clunies-Ross, C. W. (1967a, June 15). Patterns in the ways that advertising works. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/patterns-in-the-ways-that-advertising-works


Research papers

An over-all measurement of advertising effectiveness

I am concerned here with an attitude to pre-testing as much as a particular technique. Overall measures of advertisements are needed but it is in this area that the arguments arise. Incidentally, I shall be talking purely in terms of television...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Charles W. Clunies-Ross
Company: Nestlé
June 1, 1966
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Citation

Clunies-Ross, C. W. (1966a, June 01). An over-all measurement of advertising effectiveness. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/an-over-all-measurement-of-advertising-effectiveness