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Research papers

Tracking studies

Measuring change is - or should be - a way of life for researchers the world over. Witness to events, we provide a means by which decision makers in business, politics, government and society in general can assess public opinion and evaluate the...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Robert M. Worcester, Elizabeth Mansbridge
Company: IPSOS
June 15, 1977
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Citation

Worcester and Mansbridge (1977a, June 15). Tracking studies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/tracking-studies


Research papers

Contribution of qualitative research techniques to the definition of product and communication strategies in the holiday field

I propose to devote my attention to the interest of qualitative methods and the way in which they complement quantitative techniques. The intention is not to present, as such, the results of any one particular study, but rather to reflect on the...

Catalogue: Seminar 1977: Travel And Tourism
Author: Marianne de Souza
June 15, 1977
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Citation

de Souza, M. (1977a, June 15). Contribution of qualitative research techniques to the definition of product and communication strategies in the holiday field. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/contribution-of-qualitative-research-techniques-to-the-definition-of-product-and-communication-strategies-in-the-holiday-field


Research papers

Using linguistic coding to explore the way advertisements in press and TV communicate

The paper describes a research project which explores some aspects of the way advertisements in press and television communicate - as seen from the perspective of the consumer. Special emphasis is given to the technique used to handle the vast...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Authors: Guy Consterdine, Colin McDonald
June 15, 1976
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Citation

Consterdine and McDonald (1976a, June 15). Using linguistic coding to explore the way advertisements in press and TV communicate. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/using-linguistic-coding-to-explore-the-way-advertisements-in-press-and-tv-communicate


Research papers

The importance of market segmentation in market research

The aim of market research is to classify the individuals into as homogeneous groups as possible according to their common features in the social structure and according to their consumer orientation and to find out the formation and workings of...

Catalogue: The European Marketing Research Review 1970
Author: Marie Strnadova
June 15, 1970
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Citation

Strnadova, M. (1970a, June 15). The importance of market segmentation in market research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-importance-of-market-segmentation-in-market-research


Research papers

Problems in communicating the results of market segmentation studies

Segmented marketing is likely to replace traditional mass marketing techniques in many product fields in the future. This development will involve market researchers more frequently in what are usually described as market segmentation studies. Yet...

Catalogue: ESOMAR Congress 1968
Authors: Jacqueline Twigg, Alan Wolfe
Company: Ogilvy
June 15, 1968
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Citation

Twigg and Wolfe (1968a, June 15). Problems in communicating the results of market segmentation studies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/problems-in-communicating-the-results-of-market-segmentation-studies