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Research papers

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French)

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model (French). ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/measuring-the-competitive-effect-of-advertising-on-buying-behaviour-with-the-marketing-match-model-french-


Research papers

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
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Citation

Matricon, C. (1966a, September 01). Demonstration of a new factor for discrimination of types of behaviour in connection with buying, attitudes towards new products and reactions to publicity (French). ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/demonstration-of-a-new-factor-for-discrimination-of-types-of-behaviour-in-connection-with-buying-attitudes-towards-new-products-and-reactions-to-publicity-french-


Research papers

The solution of problems pertaining to the organization of market research for industrial products (French)

The aims of the present report are to present the problems which are particularly relative to the organization of market research in the field of industry, and to proceed to examine the corresponding solutions. The "EUROPLASTICS" research project,...

Catalogue: ESOMAR Congress 1966
Authors: Pierre Aviron, P. Lenoir
September 1, 1966
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Citation

Aviron and Lenoir (1966a, September 01). The solution of problems pertaining to the organization of market research for industrial products (French). ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/the-solution-of-problems-pertaining-to-the-organization-of-market-research-for-industrial-products-french-


Research papers

Predicting media schedule effectiveness by the "media planex" method (French)

The objective of media planning is to prepare a schedule which, for a given cost, obtains registration of the message by the largest possible proportion of the target population. This criterion of effectiveness is measurable. One can at any time, by...

Catalogue: ESOMAR Congress 1966
Authors: Jean Michel Agostini, Nicolas Steinberg
September 1, 1966
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Citation

Agostini and Steinberg (1966a, September 01). Predicting media schedule effectiveness by the "media planex" method (French). ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/predicting-media-schedule-effectiveness-by-the-media-planex-method-french-


Research papers

The solution of problems pertaining to the organization of market research for industrial products

The aims of the present report are to present the problems which are particularly relative to the organization of market research in the field of industry, and to proceed to examine the corresponding solutions. The "EUROPLASTICS" research project,...

Catalogue: ESOMAR Congress 1966
Authors: Pierre Aviron, P. Lenoir
September 1, 1966
×

Citation

Aviron and Lenoir (1966a, September 01). The solution of problems pertaining to the organization of market research for industrial products. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/the-solution-of-problems-pertaining-to-the-organization-of-market-research-for-industrial-products


Research papers

The marketing management of research and development

There are many difficulties to be overcome when the attempt is made to introduce market research techniques into R&D. It is not only the resistance of technically minded scientists and managements, but the subject matter itself is full of pitfalls....

Catalogue: ESOMAR Congress 1966
Author: Max K. Adler
September 1, 1966
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Citation

Adler, M. K. (1966a, September 01). The marketing management of research and development. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/the-marketing-management-of-research-and-development


Research papers

The meaning of "comparability" in multi-country research and how to achieve it

The basic themes of this paper are firstly that the idea of 'comparability' in relation to multi-country surveys needs to be examined specifically in relation to the market situation, and secondly that achieving comparability in this sense depends...

Catalogue: ESOMAR Congress 1966
Author: Robert L. Day
September 1, 1966
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Citation

Day, R. L. (1966a, September 01). The meaning of "comparability" in multi-country research and how to achieve it. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/the-meaning-of-comparability-in-multi-country-research-and-how-to-achieve-it


Research papers

Education of market researchers

Rapid growth in the demand for market research since 1945 has imposed severe strains on the available supply of researchers. Examination of existing academic institutions reveals that nobody is producing trained market researchers. Additionally -...

Catalogue: ESOMAR Congress 1966
Author: A. B. Vos
September 1, 1966
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Citation

Vos, A. B. (1966a, September 01). Education of market researchers. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/education-of-market-researchers


Research papers

Market research in Eastern Europe

It is interesting to note that market research in all Eastern European countries has gone through similar stages of development. It began with simple household panels, followed by larger retail traders' panels and then became market research proper.

Catalogue: The European Marketing Research Review 1966
Author: Paul Zieber
August 1, 1966
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Citation

Zieber, P. (1966a, August 01). Market research in Eastern Europe. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/market-research-in-eastern-europe