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Research papers

Operational research, market research and advertising

The distinction between operational research (OR) and market research is a clear one. The task of operational research is to predict and compare the outcomes of alternative management plans and decisions; the distinctive approach is to develop models...

Catalogue: The European Marketing Research Review 1967
Author: Bernard Warner
August 1, 1967
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Citation

Warner, B. (1967a, August 01). Operational research, market research and advertising. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/operational-research-market-research-and-advertising-464


Research papers

Publicity writ small

In 1959 , Prof. Behrens had already drawn attention to the long existing but still not fully recognised difference between field research and economic market research. Since then, this difference has become increasingly an integral part of the theory...

Catalogue: The European Marketing Research Review 1967
Author: E. W. Uherek
August 1, 1967
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Citation

Uherek, E. W. (1967a, August 01). Publicity writ small. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/publicity-writ-small


Research papers

On the analytical division of social class

As the result of a current study of British political attitudes we have been led to examine the accepted measures of class and in particular the point at which the line is usually drawn between the "middle" and "working" classes. In the summer of...

Catalogue: The European Marketing Research Review 1967
Authors: Michael Kahan, David Butler, Donald Stokes
August 1, 1967
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Citation

Kahan, Butler and Stokes (1967a, August 01). On the analytical division of social class. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/on-the-analytical-division-of-social-class


Research papers

Psycholinguistic contributions to the problem of brand names

Of all the elements which make up the brand image of a product (advertising message, package, price, etc.), the name is perhaps the least scientifically analysed. Very often, no research is undertaken on the "suitability" of a name to a product; in...

Catalogue: The European Marketing Research Review 1967
Author: Fernando Dogana
August 1, 1967
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Citation

Dogana, F. (1967a, August 01). Psycholinguistic contributions to the problem of brand names. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/psycholinguistic-contributions-to-the-problem-of-brand-names


Research papers

Market research

There is a large number of excellent publications - books, articles, etc. - on the principles, purpose and practice of market research. But few of them give much consideration to the question of how to decide how much market research, in terms of...

Catalogue: The European Marketing Research Review 1967
Author: A. S. Windett
August 1, 1967
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Citation

Windett, A. S. (1967a, August 01). Market research . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/market-research-


Research papers

New products and market research

The degree of newness or innovation of a new product may vary greatly - ranging from a new brand in an established product field, which differs only slightly from existing brands in the product category, to a product involving an entirely new...

Catalogue: The European Marketing Research Review 1967
Author: Robert L. Day
August 1, 1967
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Citation

Day, R. L. (1967a, August 01). New products and market research. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/new-products-and-market-research


Research papers

Problems of advertising research on a new product

Is not yet sufficiently clear that where research and advertising activity are integrated in the desired way, the creative man will not be afraid of suggesting new and effective ways of using the initial results of research, trusting the reliability...

Catalogue: The European Marketing Research Review 1967
Author: Edoardo T. Brioschi
August 1, 1967
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Citation

Brioschi, E. T. (1967a, August 01). Problems of advertising research on a new product. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/problems-of-advertising-research-on-a-new-product


Research papers

The position of motivational research

This article attempts to clarify the current position, to define the problems of motivational research, so that everyone can evaluate it and fit it into the context of the systematic and organised methods without which marketing would be in danger of...

Catalogue: The European Marketing Research Review 1967
Author: Guy Serraf
August 1, 1967
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Citation

Serraf, G. (1967a, August 01). The position of motivational research. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/the-position-of-motivational-research


Research papers

Attitudes and consumer behaviour

In this article an attempt has been made to outline some features of an attitude theory. This can in itself fulfil a function in the company's communication planning. Here it has formed the starting point for some more concrete reflections on...

Catalogue: The European Marketing Research Review 1967
Author: Flemming Hansen
August 1, 1967
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Citation

Hansen, F. (1967a, August 01). Attitudes and consumer behaviour . ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/attitudes-and-consumer-behaviour-