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Research reports

Project Carnation

The principal objectives of this research were to ascertain the meanings and associations of ten potential names for a range of male toiletry products, particularly spray and liquid hairdressing and deodorant products, aimed at16-25 years-old men....

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 18, 1971
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Citation

, C. (1971a, June 18). Project Carnation. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/project-carnation-name-research


Research papers

Non-rational advertising effects in relation to theory and practice

In this short contribution it has been necessary to state theoretical arguments briefly rather than argue them out as fully as would be possible. The main contention is that if we are going to assess advertisements, then the complexity of advertising...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Tony Twyman
June 15, 1971
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Citation

Twyman, T. (1971a, June 15). Non-rational advertising effects in relation to theory and practice. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/non-rational-advertising-effects-in-relation-to-theory-and-practice


Research papers

Identifying the dimensions of brand image

One of the problems of brand image research lies in identifying which are the particular beliefs about and associations with the brands in question which ought to be measured. This paper discusses a number of different techniques which can be used...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: John Nolan
June 15, 1971
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Citation

Nolan, J. (1971a, June 15). Identifying the dimensions of brand image. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/identifying-the-dimensions-of-brand-image


Research papers

Attitude measurement and behaviour prediction in market research using a priori psychological models of consumer behaviour

This paper reviews the evidence, from social psychology and market research, for the suggestion that from a knowledge of an individual’s attitudes, the individual's behaviour can be predicted. It looks at psychologists' and market researchers'...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Peter Sampson
June 15, 1971
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Citation

Sampson, P. (1971a, June 15). Attitude measurement and behaviour prediction in market research using a priori psychological models of consumer behaviour. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/attitude-measurement-and-behaviour-prediction-in-market-research-using-a-priori-psychological-models-of-consumer-behaviour


Research papers
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Citation

Tuck, M. (1971a, June 15). Comments on subsidiary papers in Fishbein section. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/comments-on-subsidiary-papers-in-fishbein-section


Research papers

A brief critique of the Fishbein and other attitude models

My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


Research papers

Addendum

In the original printed paper I said that a difficulty about the concept of "focus" was to know how to measure it, and that the nearest I could get was the brand image questioning system used on the API, which allows people to mention or not mention...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
June 15, 1971
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Citation

McDonald, C. (1971a, June 15). Addendum . ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/addendum-


Research papers

Some anomalies in advertising research terminology

The process here described is quite straightforward in concept, although highly complex mathematically. It is not the purpose of this paper to discuss in detail the technicalities, and it will be sufficient to remark that the factor Analysis used in...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Authors: F. Harmar-Brown, P. Macarte
June 15, 1971
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Citation

Harmar-Brown and Macarte (1971a, June 15). Some anomalies in advertising research terminology. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/some-anomalies-in-advertising-research-terminology


Research papers

Some reflections on the measurement of basic attitudes in a multi-country context

Studying the differences that exist in the patterns of consumption in the different countries it becomes evident, that a number of these differences is hard to explain. To give an illustration: How does one explain that in the Netherlands 98 % of the...

Catalogue: Seminar 1971: Multi-Country Research
Authors: Peter L. F. de Jong, F. Meyers
June 15, 1971
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Citation

de Jong and Meyers (1971a, June 15). Some reflections on the measurement of basic attitudes in a multi-country context. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/some-reflections-on-the-measurement-of-basic-attitudes-in-a-multi-country-context