Resources Library by ANA

The role of market research in relation to the changing structure of the UK motoring market

This paper outlines the changes in the U.K. motoring market over the last ten years or so and shows how these changes have been reflected in the type of market research undertaken and the level of activity.

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: David Lowe-Watson

Company: ESSO

June 15, 1972

Impact of agricultural market research

The paper points out some reasons for the contrasts between agricultural and commercial market research. Because of the relatively small size of agricultural firms these are in general not in a position to carry out market research of their own. With...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: H. E. Buchholz

June 15, 1972

An approach to methods of combined socio-technological forecasting

It is argued that technological forecasting is necessary but by itself insufficient for overall effective R & D planning, because which of the many available technological alternatives are exploited will be a function of their social efficiency....

Catalogue: The European Marketing Research Review 1971

Author: Clark C. Ast

June 15, 1971

Some anomalies in advertising research terminology

The process here described is quite straightforward in concept, although highly complex mathematically. It is not the purpose of this paper to discuss in detail the technicalities, and it will be sufficient to remark that the factor Analysis used in...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Authors: F. Harmar-Brown, P. Macarte

June 15, 1971

Which way should we go?

The potential usefulness of marketing research techniques in the area of pharmaceutical company and new product planning is outlined and a three-phase study of one market to isolate areas for potential profitable development is described. The impact...

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research

Author: A. I. Jowett

May 3, 1971

Post-testing and pre-testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Jan Stapel

Company: NIPO

June 15, 1967

The use of retailer panel for test marketing

The use of retail panels for measuring, the impact of a new brand on the market, is an invaluable and indispensable method. A new brand must, if successful, make a measurable difference to the existing market, though how far test market results can...

Catalogue: ESOMAR/WAPOR Conference 1963

Author: Henry Nowik

June 15, 1963

An approach to the assessment of press schedules

Press schedules need to be assessed in two respects. The first and most obvious of these is the question whether or not the money available has been disposed in the most efficient way, having regard to the advertising objectives. The technique...

Catalogue: ESOMAR/WAPOR Conference 1963

Authors: R. C. Carpenter, E. A. Rawes

June 15, 1963

Measuring the impact of communication

In its eleven years of existence the Israel Institute of Applied Social Research (Jerusalem) has made only one study entirely devoted to measuring the impact of communication. It was a blitz-survey on the radio-listening by the Israel population to...

Catalogue: ESOMAR/WAPOR Congress 1959

Author: Ruth Ludwig

June 15, 1959