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Research papers

Measuring the effects of promotion on sales in theory and practice

Against the background of price inflation in the UK in recent times, it is not easy to objectively compute the effects of promotions on sales. This paper presents some case histories on a number of product fields which throw light on the...

Catalogue: Seminar 1978: The Business Of Advertising
Authors: Stephan Buck, Jeffrey H. Frankel
June 15, 1970

Research papers

Market research to develop Nescafé "new" And Nescafé "gold"

This report is meant to be a case-study. It does refer to a series of tests, part of a many years' program, the aims of which were: a) to improve the existing product; b) to extend the assortment after having realised that segmentation of human taste...

Catalogue: ESOMAR Congress 1966
Author: Gregor Pohl
September 1, 1966

Research papers

Forecasting shipbuilding capacity and potential output in the leading countries of the world

This technique of Industrial Market Forecasting was developed from and is illustrated by a survey and forecast of the output and capacity of the ship building industry of eleven leading centres of the world, undertaken in October 1963. The. survey...

Catalogue: ESOMAR Congress 1966
Author: C. Gray
September 1, 1966

Research papers

Market research to develop Nescafé "new" And Nescafé "gold"(German)

This report is meant to be a case-study. It does refer to a series of tests, part of a many years' program, the aims of which were: a) to improve the existing product; b) to extend the assortment after having realised that segmentation of human taste...

Catalogue: ESOMAR Congress 1966
Author: Gregor Pohl
September 1, 1966

Research papers

The Delta Copy Test

We decided to improve the diagnostic and prognostic value of our copy tests and conducted a number of experiments which measured the effect of advertising in terms of changes of attitudes towards the advertising product or service. The Delta Copy...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Otto W. Rohde
June 15, 1965

Research papers

Econometric methods in forecasting sales of industrial products

There are of course considerable advantages in forecasting the sales of industrial products, whether for taking decisions regarding Investments (medium and long term) or the orientation of sales and production policy (short and medium term), but such...

Catalogue: ESOMAR Congress 1964
Authors: Michel Salomon, Pierre Aviron
June 15, 1964

Research papers

Interviewing physicians

When we consider the physician as a member of the population, as a consumer, as a man who., like every other, is driving a car, reading a paper, voting, all that has been said about interviews in general applies to him. There is of course some...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Jules Klanfer
June 15, 1963

Research papers

The use of the semantic differential in media research

This paper has two objects. One of these is to present some examples of research based on the semantic differential technique. The other is to make some general observations about the use of the technique, based on our own experience. The semantic...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: P. Duncan-Jones, John Clemens
June 15, 1962