Resources Library by ANA

How accurately can product purchasing behaviour be measured by recall at single interview?

This paper reports some of the findings of an experimental study which Attwood Consumer Panel housewives in Great-Britain were interviewed (anonymously) on their purchasing behaviour in 12 consumer product fields being measured in the Panel diaries....

Catalogue: ESOMAR/WAPOR Congress 1967

Author: John Parfitt

August 1, 1967

Is the image concept of critical importance in modern market research?

This study deals with the question "Does a relationship exist between image and purchase behaviour (in certain product fields)" or more strictly speaking: "Can the image be used as a variable to forecast purchase behaviour?". The image is defined...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Andreas Winkler

August 1, 1967

Is the image concept of critical importance in modern market research? (German)

This study deals with the question "Does a relationship exist between image and purchase behaviour (in certain product fields)" or more strictly speaking: "Can the image be used as a variable to forecast purchase behaviour?". The image is defined...

Catalogue: ESOMAR/WAPOR Congress 1967

Author: Andreas Winkler

August 1, 1967

Images under the magnifying glass

Our fundamental aim was to develop a new and more refined technique of image research which would be so simple to apply that the test persons to be questioned would not have to undergo too much strain, yet the results obtained from the interviews...

Catalogue: The European Marketing Research Review 1967

Author: Herbert Flögel

August 1, 1967

Brand awareness and image in relation to purchasing behaviour

On behalf of certain Unilever marketing companies, Research Bureau conducts continuous brand image measurements under the title of the "Brand Performance Survey". This survey involves, for a given product field, some 6,000 interviews in a year with a...

Catalogue: The European Marketing Research Review 1967

Author: Michael M. Brown

August 1, 1967

The advertisement or the consumer? Which should we examine?

Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: Gerald de Groot

June 15, 1967

Advertising for consumer durable goods

The three main papers of this seminar do not deal explicitly with problems of a conceptual approach of the way advertising for consumer durable works. Dr. Joyce in his paper even expressly disregards the implications of advertising for this class of...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works

Author: H. A. van Stiphout

Company: Philips International

June 15, 1967

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

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