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Research papers

Selection and training of interviewers

The methods of interviewer selection in current use are examined, reference being made to those described by Dr. Noelle Neumann and Mr. Paul Berent in their papers read at the Esomar Congress in Evian in 1962. The interviewer selection methods used...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Joan Macfarlane Smith
June 15, 1969
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Citation

Macfarlane Smith, J. (1969a, June 15). Selection and training of interviewers. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/selection-and-training-of-interviewers


Research papers

Recent developments in market segmentation

Market segmentation is a diffuse topic, embracing a wide range of issues. This paper discusses a number of these that have arisen in work carried out by the author during recent years. She main theme of the paper is the need to preserve a flexible...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: J. A. Lunn
June 15, 1969
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Citation

Lunn, J. A. (1969a, June 15). Recent developments in market segmentation. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/recent-developments-in-market-segmentation


Research papers

Formulating quantified objectives and evaluating progress without profit or sales data

This paper contains a critical examination of a market research programme designed to guide and assess the marketing activities of the International Wool Secretariat. The paper examines problems that arose when implementing this programme and...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: J. Jenkins, J. Kendall
June 15, 1969
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Citation

Jenkins and Kendall (1969a, June 15). Formulating quantified objectives and evaluating progress without profit or sales data. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/formulating-quantified-objectives-and-evaluating-progress-without-profit-or-sales-data


Research papers

A system for medium-term sales forecasts for short-lived consumer goods

A system of drawing up medium-term sales forecasts has been developed for the range of a large concern in the food industry and is intended to form part of the integrated operations planning in the logistic sector. The forecasts in this system are...

Catalogue: ESOMAR/WAPOR Congress 1969
Authors: W. Klopsch, O. Kuhl
June 15, 1969
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Citation

Klopsch and Kuhl (1969a, June 15). A system for medium-term sales forecasts for short-lived consumer goods. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/a-system-for-medium-term-sales-forecasts-for-short-lived-consumer-goods


Research papers

Brand switching models

The present paper describes the devices adopted in order to construct the transition matrix which is going to serve as the model's input : they involve breaking down each purchasing sequence into pairs of elementary purchases. But this in turn...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Raymond Delbes
June 15, 1969
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Citation

Delbes, R. (1969a, June 15). Brand switching models. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/brand-switching-models


Research papers

Negro and white attitudes towards problems and progress in race relations in the United States

Considerable research is being conducted in the United States directed toward obtaining a better understanding of Negro and white attitudes towards problems and progress in race relations in America, Opinion Research Corporation has conducted a...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Robert M. Worcester
June 15, 1969
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Citation

Worcester, R. M. (1969a, June 15). Negro and white attitudes towards problems and progress in race relations in the United States. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/negro-and-white-attitudes-towards-problems-and-progress-in-race-relations-in-the-united-states


Research papers

Reading behaviour reconsidered

It is in the interests of the advertisers and media owners to know about reading behaviour - either in relation to specific advertisements or with regard to entire media. The problem is that widely-used methods of collecting data relating to reading...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Robert Fletcher
June 15, 1969
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Citation

Fletcher, R. (1969a, June 15). Reading behaviour reconsidered. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/reading-behaviour-reconsidered


Research papers

The media-product survey is not a panacea!

The only variables which are taken into consideration in both media audience surveys and product market surveys are the socio-economic characteristics of the individuals in question. To define a target population for the purposes of an advertising...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Marcel Marc
June 15, 1969
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Citation

Marc, M. (1969a, June 15). The media-product survey is not a panacea!. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/the-media-product-survey-is-not-a-panacea-


Research papers

Opportunities created by the use of a computer

The two fundamental characteristics of the computer are selected and related to the market research analysis situation. To illustrate the first of these the whole area of education and communication is examined in the context of the use of a general...

Catalogue: ESOMAR/WAPOR Congress 1969
Author: Guy Sutcliffe
June 15, 1969
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Citation

Sutcliffe, G. (1969a, June 15). Opportunities created by the use of a computer. ANA - ESOMAR. Retrieved September 20, 2025, from


https://ana.esomar.org/documents/opportunities-created-by-the-use-of-a-computer