Resources Library by ANA

The machines to sell progress faster than the machines to produce(French)

Between 1960 and 1972, the retail trade in France has recorded a drastic evolution: the small retail trades have been disappearing at a speed of 5000 per year, replaced at first by supermarkets and later by hypermarkets. How will this evolution be...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Authors: C. Waret, M. Ungureanu

September 1, 1972

Park Drive Tipped

The main objective of the research was to explorereactions to the proposed advertising for Park DriveTipped, intended for both press and posters. This was to be compared with the current advertisingfor Park Drive Tipped in terms of:1. Effect on...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 23, 1972

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