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Research papers

Brand switching models (French)

The present paper describes the devices adopted in order to construct the transition matrix which is going to serve as the model's input : they involve breaking down each purchasing sequence into pairs of elementary purchases. But this in turn...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Raymond Delbes
June 15, 1969
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Citation

Delbes, R. (1969a, June 15). Brand switching models (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/brand-switching-models-french-


Research papers

Classification of respondents by socio-economic characteristics (German)

The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: Eva Maria Hess, H. D. Asimus
June 15, 1969
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Citation

Hess and Asimus (1969a, June 15). Classification of respondents by socio-economic characteristics (German). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/classification-of-respondents-by-socio-economic-characteristics-german-


Research papers

Researching research the market for TV commercials pre-testing

The Gallup Poll carried out a survey of market researchers early this year. A sample of 54 market research managers from leading advertisers and advertising agencies were interviewed. The objectives of the survey were as follows: 1. To obtain an...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: William Gregory
June 15, 1969
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Citation

Gregory, W. (1969a, June 15). Researching research the market for TV commercials pre-testing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/researching-research-the-market-for-tv-commercials-pre-testing


Research papers

Reading behaviour reconsidered

It is in the interests of the advertisers and media owners to know about reading behaviour - either in relation to specific advertisements or with regard to entire media. The problem is that widely-used methods of collecting data relating to reading...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Robert Fletcher
June 15, 1969
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Citation

Fletcher, R. (1969a, June 15). Reading behaviour reconsidered. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/reading-behaviour-reconsidered


Research papers

The media-product survey is not a panacea!

The only variables which are taken into consideration in both media audience surveys and product market surveys are the socio-economic characteristics of the individuals in question. To define a target population for the purposes of an advertising...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Marcel Marc
June 15, 1969
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Citation

Marc, M. (1969a, June 15). The media-product survey is not a panacea!. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-media-product-survey-is-not-a-panacea-


Research papers

The media-product survey is not a panacea! (French)

The only variables which are taken into consideration in both media audience surveys and product market surveys are the socio-economic characteristics of the individuals in question. To define a target population for the purposes of an advertising...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Marcel Marc
June 15, 1969
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Citation

Marc, M. (1969a, June 15). The media-product survey is not a panacea! (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-media-product-survey-is-not-a-panacea-french-


Research papers

Strategic decision (French)

Company management is often faced with the problem of choosing between strategies with a multitude of consequences whose overall effects are difficult to assess. The manager is liable to overestimate the importance of some factors of which experience...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Robert Jeanteur
June 15, 1969
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Citation

Jeanteur, R. (1969a, June 15). Strategic decision (French). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/strategic-decision-french-