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Research papers

Changing the brand image

This paper proposes to reconsider the attitude of marketing researchers on brand image. Two examples are put forward, both of them concern transportation. The brand image of automotive products is determined, apart from the "objective” knowledge...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Louis Marton
August 1, 1975

Research papers

Marketing financial services to the 'unbanked'

More than one in three adults in the United Kingdom, and a majority of working class men and women still have no current/cheque bank account, and while legislation is planned to enable the National Giro and Trustee Savings Banks to increase their...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Mervyn Flack
Company: Harris Interactive (Europe)
August 1, 1975

Research papers

The evolution of the market researcher

This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state of...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
August 1, 1975

Research papers

The evolution of the market researcher (German)

This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
August 1, 1975

Research papers

The IJF-Questionnaire (German)

For more than 5 years, - since existence of the Institut fur Jugendforschung (IJF), Munich, - IJF has been using a questionnaire system which has demonstrated considerable advantages compared with customary opinion poll procedures, as regards costs,...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Kurt H. Benz, Detlef Rlemer
August 1, 1975

Research papers

A method for improving the results of primary investigation by including the reasons for non-response in sample design and weighting

For years now, one has been able to note ever decreasing rates of exhaustiveness in random surveys. The decrease in exhaustiveness is mainly a phenomenon of the respondents, caused by continually increasing inclination towards non-response. Up to...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Christian von der Heyde
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
August 1, 1975

Research papers

When is enough, enough?

Much of the research effort so far undertaken in the tourism field by destination countries/areas has been directed towards establishing the type of people who visit the destination and the factors which influence their choice. This information is...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Gillian Gardner-Smith
August 1, 1975

Research papers

Where does quality in research begin?

The main premise put forth in this paper is that most problems related to research quality in fact come from within the profession. As a result, the research profession must accept total responsibility for research which is less than top quality. The...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: David Smith
Company: Molson Coors
August 1, 1975

Research papers

Family buying decisions

This paper will look on the different ways people come to their purchasing decision if they live in multi-person households. We show this, in a study with 155 of such households and 1239 persons aged over 10 living in it, a survey sponsored by DAS...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Ernst Braunschweig
August 1, 1975