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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 April 27, 2024, from


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


Research papers

Image studies in industrial marketing

If an image study is to be conducted the first question which arises is why should money be paid for such a study? In other words, what is the value and utility of an image study. A utility is usually defined in accordance with the function of the...

Catalogue: ESOMAR/WAPOR Congress 1967
Authors: M. Arnott, Henk L. Bos
August 1, 1967
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Citation

Arnott and Bos (1967a, August 01). Image studies in industrial marketing. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/image-studies-in-industrial-marketing


Research papers

Product testing in an engineering company

The "engineering company" referred to in the title is, in fact, one of the very large American-controlled automotive manufacturers with whom I spent some time heading up the market research activity. For a researcher the unique fascination of these...

Catalogue: ESOMAR/WAPOR Congress 1967
Author: Alan M. Leyshon
August 1, 1967
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Citation

Leyshon, A. M. (1967a, August 01). Product testing in an engineering company. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/product-testing-in-an-engineering-company


Research papers

The importance of market research in marketing management

The concept of marketing management contains two basic ideas. One is that of the "decision mind" (being physically limited to one or several persons), and the other is that of the executive team which consists generally of a larger or smaller number...

Catalogue: The European Marketing Research Review 1967
Author: Emilio Amal
August 1, 1967
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Citation

Amal, E. (1967a, August 01). The importance of market research in marketing management. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-importance-of-market-research-in-marketing-management


Research papers

Tourist market research from viewpoint of an (official) national tourist organisation

Compared to consumer and production goods industries, market research (meaning thereby above all field research) has been rather scarce in tourism. These last years, an increasing activity could be observed in this field. Yet, initiative has been...

Catalogue: Seminar 1967: Travel and Tourism
Authors: Paul Risch, Jost Krippendorf, Jacques Antoine, Robert Irvine
June 15, 1967
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Citation

Risch, Krippendorf, Antoine and Irvine (1967a, June 15). Tourist market research from viewpoint of an (official) national tourist organisation . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/tourist-market-research-from-viewpoint-of-an-official-national-tourist-organisation-


Research papers

The relationship between researchers and creative people

This paper aims to examine in rather more detail the reasons for some of the unhappy relationships, and suggests five specific approaches which could make progress in eliminating the underlying causes. There seem to be three main areas of troubles :...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Stephen King
June 16, 1966
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Citation

King, S. (1966a, June 16). The relationship between researchers and creative people. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-relationship-between-researchers-and-creative-people


Research papers

The gold cup

n citing the case of the Gold Cup, our intention is to contribute to this seminar by indicating how this relational problem may be overcome and suggest the feasibility of a working methodology which can greatly enhance the creation of advertising and...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Robert E. Miller
June 1, 1966
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Citation

Miller, R. E. (1966a, June 01). The gold cup. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-gold-cup


Research papers

The relationship between research and the creative process

Making research play its part not only before and after the creative process, but during the process. Traditionally, research was used to make preliminary studies , then to make tests on the finished advertisement. With the approach which we propose,...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Henri Joannis
June 1, 1966
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Citation

Joannis, H. (1966a, June 01). The relationship between research and the creative process. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-relationship-between-research-and-the-creative-process


Research papers

Market research in the development of advertising for new products

I must tread warily therefore in addressing a gathering of distinguished market researchers on their own subject. So in dealing with the use of market research in the development of advertising for new products, I certainly do not intend to discuss...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: John C. Dunkley
June 1, 1966
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Citation

Dunkley, J. C. (1966a, June 01). Market research in the development of advertising for new products. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-research-in-the-development-of-advertising-for-new-products