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Research papers

The case for primary readership

Consumer magazines occupy a unique position among U.S. advertising media. In total, they are a mass medium, yet taken individually, each carves out its own distinctive, selective audience. This selectivity is best delineated by primary readership,...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: William J. Wilson
March 1, 1979

Research papers

High ratings can be wrong

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised -...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Sue Stoessl, John Clemens
March 1, 1979

Research papers

Multivariate perspectives

This paper is concerned with perspectives on the use of multivariate techniques in marketing. The marketing concept has taught us to define markets and products in terms of human needs. This has fostered two fundamental segmentation stratagems:...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Joseph R. Murphy
March 1, 1979

Research papers

Multivariate procedures that will work anywhere

In the marketing research literature, the term 'multi- variate analysis' has been broadly used to include all statistical procedures that are concerned with the simultaneous analysis of the relationship among several variables. The emphasis in the...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: B. Venkatesh
March 1, 1979

Research papers

Consumer representation in government regulation

In the U.S. the Federal government is now participating more actively in marketing activities. It does so to reflect consumer interests and protect consumer welfare. Decisions reached by government regulators have far reaching effect on such...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: William Lazer, Priscilla La Barbera
March 1, 1979

Research papers

Can discussion between European and American media researchers contribute to overcoming methodological deadlocks?

Small details in questionnaire construction, especially pre-coded answer categories, can easily manipulate the measurement of readership figures. Under these circumstances it is a central concern to find a yardstick to measure which readership...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Friedrich Tennstadt Noelle-Neumann, Rüdiger Schulz, Friedrich W. R. Tennstädt
March 1, 1979

Research papers

The state of new product research in Europe

This paper is an assessment of the state of new product research in Europe seen through the eyes of a director of an agency supplying research services in the European market. The author starts with some qualifying remarks as to the validity of the...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Brian C. Pymont
March 1, 1979

Research papers

Research and the democratic process

While the buyers of goods and services usually rely on solid quality criteria to check the quality of what they buy, the clients of consulting service enterprises, such as market or opinion research firms, rarely do so. As a result, the clients make...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Elisabeth Noelle-Neumann
March 1, 1979

Research papers

Software requirements for effective marketing and advertising information systems

This paper presents some of our experiences which bear on these points. The focus is on two issues: system design (a system overview, "consumerizing" research systems, and system design strategies) and multi-national system comparability.

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Authors: Leon Liebman, Daniel Olasin
March 1, 1979