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Research papers

Reader magazine relationship and advertising effectiveness

The attitude of a magazines' selection by the reader himself indicates a system of preferences towards specific magazines based on values, which are not to be explained by reading probabilities only and which finally could be explained by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Dieter Müller-Veeh
March 1, 1976
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Citation

Müller-Veeh, D. (1976a, March 01). Reader magazine relationship and advertising effectiveness. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/reader-magazine-relationship-and-advertising-effectiveness


Research papers

The evolution of the market researcher

This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state of...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
August 1, 1975
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Citation

Wyss, W. (1975a, August 01). The evolution of the market researcher. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/the-evolution-of-the-market-researcher


Research papers

The evolution of the market researcher (German)

This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Werner Wyss
Company: SCOPE Qualitative Research AG
August 1, 1975
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Citation

Wyss, W. (1975a, August 01). The evolution of the market researcher (German). ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/the-evolution-of-the-market-researcher-german-


Research papers

Advertisement post tests in magazines

This paper describes the methods of measuring the effectivity of ads in print media after their insertion, in the competitive environment . The traditional methods for measuring physical contacts are recognition and recall. A discussion of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Eva Maria Hess
Company: Media Markt Analysen GmbH & Co. KG
March 1, 1976
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Citation

Hess, E. (1976a, March 01). Advertisement post tests in magazines. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/advertisement-post-tests-in-magazines


Research papers

Education in marketing for the non-specialist

It has become increasingly apparent over the last few years that many people who become involved in the marketing process are not themselves specialists in this field and indeed as a subject it is on the periphery of their main interests. In the...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: John Mckenzie
June 1, 1976
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Citation

Mckenzie, J. (1976a, June 01). Education in marketing for the non-specialist. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/education-in-marketing-for-the-non-specialist


Research papers

Indigenous European marketing

The identification of Europe's indigenous needs is best pursued by taking education outside the walls of the academy into a pattern of custom-built learning, which is determined to change behaviour as well as simply purvey knowledge. Rather than seek...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: Gordon S.C. Wills
June 1, 1976
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Citation

Wills, G. S. (1976a, June 01). Indigenous European marketing. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/indigenous-european-marketing


Research papers

Atlas Copco Airpower compressed air dryer survey

Atlas Copco Airpower, one of the 3 product companies of the Atlas Copco group is responsible for the development, design, production and the marketing of compressed air installations on a worldwide basis. In 1972 a market survey was done to...

Catalogue: Seminar 1976: International Market Research
Author: J. Enthoven
April 1, 1976
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Citation

Enthoven, J. (1976a, April 01). Atlas Copco Airpower compressed air dryer survey . ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/atlas-copco-airpower-compressed-air-dryer-survey-


Research papers

The market research society diploma scheme

The Market Research Society has regarded education as one of its major responsibilities ever since it was founded, and each year a major program of activities is organised which range from basic introductory courses in market research generally...

Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: John Davis
June 1, 1976
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Citation

Davis, J. (1976a, June 01). The market research society diploma scheme. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/the-market-research-society-diploma-scheme


Research papers

"What if" this promotion had not been run at all?

Two experiments are presented. One deals with "in shop" promotions, the other with "in home" promotions (coupon delivered at home). Both aimed at estimating to what extent promotion actually boosted the sales (thus generating a profit to be...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Alain Kling
June 15, 1976
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Citation

Kling, A. (1976a, June 15). "What if" this promotion had not been run at all?. ANA - ESOMAR. Retrieved May 30, 2023, from


https://ana.esomar.org/documents/-what-if-this-promotion-had-not-been-run-at-all-