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Research papers

Britain at its best

The main body of the paper is concerned with the research programme that was mounted in relation to the £2½ million campaign, 'Britain at its Best', which can be regarded as one of the most successful corporate-image advertising campaigns ever...

Catalogue: ESOMAR Congress 1981: Research For Profitability
Authors: Paul H. Drake, John A. Samuels, John C. Penny
Company: British Broadcasting Corporation (BBC)
August 23, 1981
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Citation

Drake, Samuels and Penny (1981a, August 23). Britain at its best. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/britain-at-its-best


Research papers

Product testing methodology in relation to marketing problems

Product testing has been a relatively neglected area in the literature of market research. This paper reviews current thinking and practice, discusses some major methodological issues and indicates some areas for further investigation. The first...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: John C. Penny, L. M. Hunt, Tony Twyman
August 1, 1971
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Citation

Penny, Hunt and Twyman (1971a, August 01). Product testing methodology in relation to marketing problems. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/product-testing-methodology-in-relation-to-marketing-problems