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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

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

Research papers

The Marsan method of research into new products (French)

The future of any industrial firm depends mainly on its development policy. Management is fully aware of this fact today, and this is why those responsible for laying down policy devote so much attention to research both to discover new uses for...

Catalogue: ESOMAR Congress 1966
Author: Raoul Laffy
September 1, 1966

Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French)

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966

Research papers

Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the...

Catalogue: ESOMAR Congress 1966
Author: Claude Matricon
September 1, 1966

Research papers

Possibilities of test marketing (German)

First of all the term "test marketing" is defined, and it is stated that the majority of all marketing problems can be solved without resort to test market surveys. The first main section deals with the test marketing of existing products. It is...

Catalogue: ESOMAR Congress 1966
Author: Armin Hbger
September 1, 1966

Research papers

The Marsan method of research into new products

The future of any industrial firm depends mainly on its development policy. Management is fully aware of this fact today, and this is why those responsible for laying down policy devote so much attention to research both to discover new uses for...

Catalogue: ESOMAR Congress 1966
Author: Raoul Laffy
September 1, 1966

Research papers

Testing new product ideas

There is a limit to what one should expect from concept testing even under the best of circumstances. Often it is difficult to develop a product that will live up to the promise of the concept, or to develop a presentation of a concept that will do...

Catalogue: ESOMAR Congress 1966
Author: Bud Sherak
September 1, 1966

Research papers

Possibilities of test marketing

First of all the term "test marketing" is defined, and it is stated that the majority of all marketing problems can be solved without resort to test market surveys. The first main section deals with the test marketing of existing products. It is...

Catalogue: ESOMAR Congress 1966
Author: Armin Hbger
September 1, 1966