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Research papers

Big deal

This is a quantitative analysis of the advertising philosophy of ten prominent people in Dutch advertising - five from big commercial firms, e.g.: Mora (Lever) and DE (Sara Lee), and five from big advertising agencies, e.g.: Saatchi & Saatchi and...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Marten Brouwer, Nina Binnendijk
September 1, 1995
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Citation

Brouwer and Binnendijk (1995a, September 01). Big deal. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/big-deal


Research papers

Q2 R2 or: Quantifying the qualitative with real reliability

The study's purpose: to pinpoint problems with reliability and validity of particular survey questions. Subjectivity is thus associated with a lack of reliability and validity. Now obviously, objective scientific research has to concern itself very...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Marten Brouwer
June 15, 1991
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Citation

Brouwer, M. (1991a, June 15). Q2 R2 or: Quantifying the qualitative with real reliability. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/q2-r2-or-quantifying-the-qualitative-with-real-reliability