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Research papers

Post-testing and pre-testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jan Stapel
Company: NIPO
June 15, 1967
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Citation

Stapel, J. (1967a, June 15). Post-testing and pre-testing consumer behavior caused by advertising. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/post-testing-and-pre-testing-consumer-behavior-caused-by-advertising-415


Research papers

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
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Citation

de Groot, G. (1967a, June 15). The advertisement or the consumer? Which should we examine?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-advertisement-or-the-consumer-which-should-we-examine-


Research papers

In reply to mr. Stapel

Mr. Stapel has found a positive correlation between recall and behaviour. Now facts are facts and facts are holy. Let's further assume that his interpretation of what he found is correct. Now other researchers have done work on the relationship...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: John Knecht
June 15, 1967
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Citation

Knecht, J. (1967a, June 15). In reply to mr. Stapel. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/in-reply-to-mr-stapel


Research papers

Post testing and pre testing consumer behavior caused by advertising

There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pretest advertisements (or elements that would go into advertisements like themes, artwork,...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Jan Stapel
Company: NIPO
June 15, 1967
×

Citation

Stapel, J. (1967a, June 15). Post testing and pre testing consumer behavior caused by advertising. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/post-testing-and-pre-testing-consumer-behavior-caused-by-advertising


Research papers

What about consumer behavior and the behavioral sciences?

The implications are clear, if marketing men really are going to move from "cocksure ignorance" to "thoughtful uncertainty" about consumer motivation and behavior, they have no choice but to use experimental, observational and statistical methods to...

Catalogue: ESOMAR/WAPOR Conference 1965
Author: Steuart Henderson Britt
June 15, 1965
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Citation

Britt, S. H. (1965a, June 15). What about consumer behavior and the behavioral sciences?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/what-about-consumer-behavior-and-the-behavioral-sciences-


Research papers

Econometry and psycho-sociology complementary methods of approach

This example illustrates an extremely rewarding method of collaboration between psycho-sociological specialists and econometric specialists. Such collaboration should be developed more end more in the study of many forecasting problems. In this...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Emeric Deutsch, Michel Simon
September 3, 1962
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Citation

Deutsch and Simon (1962a, September 03). Econometry and psycho-sociology complementary methods of approach. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/econometry-and-psycho-sociology-complementary-methods-of-approach


Research papers

Econometry and psycho-sociology complementary methods of approach (French)

This example illustrates an extremely rewarding method of collaboration between psycho-sociological specialists and econometric specialists. Such collaboration should be developed more end more in the study of many forecasting problems. In this...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Emeric Deutsch, Michel Simon
September 3, 1962
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Citation

Deutsch and Simon (1962a, September 03). Econometry and psycho-sociology complementary methods of approach (French). ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/econometry-and-psycho-sociology-complementary-methods-of-approach-french-


Research papers

Research into housewife shopping patterns in Great Britain

The purpose of my paper is to discuss certain research, with which I have recently been concerned, into housewife shopping patterns in Great Britain. By shopping patterns, I mean the number and types of shops which the housewife uses to buy different...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Peter A. Rusby
June 15, 1962
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Citation

Rusby, P. A. (1962a, June 15). Research into housewife shopping patterns in Great Britain. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/research-into-housewife-shopping-patterns-in-great-britain


Research papers
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Citation

Gallup et al. (1957a, June 15). Research into consumer behaviour and its motivation (French) . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/research-into-consumer-behaviour-and-its-motivation-french-