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Research papers

Observation and pseudo-experimentation

The present paper attempts to illustrate one of the ways data collection may move along: making use of observation and quasi-experimental procedures. This way means improving the approach, by collecting data in strictly defined conditions of the...

Catalogue: Seminar 1977: Ways And New Ways Of Data Collection
Author: Alain Zwilling
November 1, 1977

Research papers

Sampling large business and industrial universes

This paper describes a method of sampling and interviewing small minorities of the total population in their homes with high cost effectiveness. It has been developed as a solution to the problem of representing the total U.K. universe of...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: JWP Cornish, Dawn Mitchell
June 15, 1976

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

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

Research papers

Economy and impact in advertising

The aim of this paper is to suggest that the quality of advertising, in terms of cost effectiveness and increased impact can be greatly improved by the discovery of basic principles of creative communication. In order to examine this suggestion...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Michael S. Featherstone
August 1, 1975

Research papers

An application of survey data to social policy analysis

The purpose of this paper is to present a case study of the application of survey data to government policy analysis. For over two years, Canadians have been engaged in a major review of their social security system. One aspect of this review has...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Michael C. Wolfson
August 1, 1975

Research papers

The cost effectiveness of market research with particular application to the search for new product ideas in fast moving consumer goods

Market researchers have long been arrogant enough to believe that market research can find ideas for new products and market segmentation techniques have often been advocated for this purpose. Yet research has proved not cost effective in the initial...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Peter M. Kraushar
September 1, 1974

Research papers

Cost-effective market mapping using the "Item X Use" concept

The paper commences by briefly reviewing some of the research problems which face marketing companies in the process of diversification and highlights the need for a reliable and inexpensive procedure for obtaining an overview of new markets. Next a...

Catalogue: Seminar 1973: Communication And Diversification In Pharmaceuticals, Hospital Supplies And Allied Fields
Author: W. A. K. Frost
June 1, 1973

Research reports

Readership survey newspaper freesheets

Within the circulation area of the Lancashire Evening Post a number of Freesheet operations have been recently set up; these Freesheets claim to offer local businesses, especially the smaller retailers, a cost-effective advertising medium which...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1970