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Research papers

The nature and pattern of advertising and related research

The Marketing Communications Research Unit at Cranfield School of Management is currently conducting a long term empirical study of the Measurement of Advertising Effectiveness. It is sponsored by some 20 major organisations in the U.K., covering...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa
Authors: David Corkindale, Sherril Kennedy
June 15, 1973
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Citation

Corkindale and Kennedy (1973a, June 15). The nature and pattern of advertising and related research. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-nature-and-pattern-of-advertising-and-related-research


Research papers

Interrelationship between the market segments and the buyer behaviour

An inductive approach is presented in this paper. This approach involves the following stages: The detailed discussion of a study which attempted to identify different market segments to which four separate retail establishments have been catering;...

Catalogue: Seminar 1969: The Role Of Market Research In The Distribution Of Consumer Goods
Author: Coskun Samli
November 1, 1969
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Citation

Samli, C. (1969a, November 01). Interrelationship between the market segments and the buyer behaviour. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/interrelationship-between-the-market-segments-and-the-buyer-behaviour


Research papers

People interest as a basic criterion in market segmentation and the integration of research

In a large Swedish study (some 20.000 interviews on nation-wide probability basis) it has been shown that the entire process is structured by people 'a interest for the subject area. Such an interest is thus the most appropriate basis as well for the...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Jarko Cerha
June 15, 1969
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Citation

Cerha, J. (1969a, June 15). People interest as a basic criterion in market segmentation and the integration of research. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/people-interest-as-a-basic-criterion-in-market-segmentation-and-the-integration-of-research