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Case studies

Forecasting results of an advertising campaign

Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Nicolas Steinberg
June 15, 1967

Research papers

The pricing of new products

In this paper they report some of their research findings as they apply to the initial pricing of new products. They have used two techniques of research to expose consumers' price willingness in a number of markets.

Catalogue: The European Marketing Research Review 1966
Authors: Andre Gabor, Clive Granger
August 1, 1966

Research papers

The application of "psychological ironmongery" to commercial problems

I should like to talk about another long established piece of psychological ironmongery that seems to offer a possibility of measuring, in the field of commercial research, meaningful responses to sensory stimuli. This is the psychogalvano-meter, an...

Catalogue: ESOMAR Congress 1964
Authors: John M. Caffyn, N. A. Brown
June 15, 1964