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Research papers

Multivariate perspectives

This paper is concerned with perspectives on the use of multivariate techniques in marketing. The marketing concept has taught us to define markets and products in terms of human needs. This has fostered two fundamental segmentation stratagems:...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Joseph R. Murphy
March 1, 1979
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Citation

Murphy, J. R. (1979a, March 01). Multivariate perspectives. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/multivariate-perspectives


Research papers

The state of new product market research in the U.S. compared with Europe

This paper examines the current state of New Product Market Research in the U.S. and compares it with the state in Europe, from three basic perspectives: - New Product Research Techniques; - New Product/Market Opportunities; and the Stature of New...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: M. R. E. Normile
March 1, 1979
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Citation

Normile, M. R. (1979a, March 01). The state of new product market research in the U.S. compared with Europe. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/the-state-of-new-product-market-research-in-the-u-s-compared-with-europe


Research papers

Multivariate procedures that will work anywhere

In the marketing research literature, the term 'multi- variate analysis' has been broadly used to include all statistical procedures that are concerned with the simultaneous analysis of the relationship among several variables. The emphasis in the...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: B. Venkatesh
March 1, 1979
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Citation

Venkatesh, B. (1979a, March 01). Multivariate procedures that will work anywhere. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/multivariate-procedures-that-will-work-anywhere


Research papers

State of new product market research around the world

This paper assesses the state of worldwide new product market research from the perspective of the author's 40 years experience in the United States, Europe and other areas and in building and directing a market research organization for a...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Richard M. Seitz
March 1, 1979
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Citation

Seitz, R. M. (1979a, March 01). State of new product market research around the world. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/state-of-new-product-market-research-around-the-world


Research papers

Internationalizing marketing research

This treatise concerns the trending European-United States research environment and the inherent opportunity to internationalize marketing research practices. The first half addresses key factors drawing Europe and the United States closer together...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: John G. Keane
March 1, 1979
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Citation

Keane, J. G. (1979a, March 01). Internationalizing marketing research. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/internationalizing-marketing-research


Research papers

Media research in the U.S

U.S. media research has a great deal of vitality, but no game plan and formidable structural problems. Key among these are over specialisation, research systems that are captives of the media and an absence of advertiser involvement . From his work...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Erwin Ephron
March 1, 1979
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Citation

Ephron, E. (1979a, March 01). Media research in the U.S. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/media-research-in-the-u-s


Research papers

European media research

Media research in different countries should be more similar than it is. The variety is due to the different scales on which research can be afforded and to the different media available for advertising and hence the incentives for commercial...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Simon Broadbent
March 1, 1979
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Citation

Broadbent, S. (1979a, March 01). European media research. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/european-media-research


Research papers

Computer simulation of the pharmaceutical market response

The present study develops a System which explains resultant data (drug prescriptions) in terms of causal measures (doctor behaviour) and enables Management to set strategic plans, to control and evaluate them. The system of the present study is...

Catalogue: Seminar 1979: The Changing Environment For Pharmaceutical Marketing
Author: Alexandre Thabor
February 1, 1979
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Citation

Thabor, A. (1979a, February 01). Computer simulation of the pharmaceutical market response. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/computer-simulation-of-the-pharmaceutical-market-response


Research reports

Tea bag brand proposition research

This research was designed to test out consumerresponses to two propositions developed for Typhoo. The overall objectives of this research were todetermine which of the routes outlined above bestoptimizes the opportunity in the premium end of thetea...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
January 1, 1979
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Citation

, C. (1979a, January 01). Tea bag brand proposition research. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/tea-bag-brand-proposition-research