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Research papers

Motivation research

To date, qualitative research has been used to examine product acceptance and usage, concept testing, and advertising strategy, amongst other things. In the social and environmental fields less use has been made of such methods. In political research...

Catalogue: The European Marketing Research Review 1971
Authors: James Spence, Jacqui Spence
June 15, 1971
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Citation

Spence and Spence (1971a, June 15). Motivation research. ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/motivation-research-829


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 June 12, 2026, from


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


Research papers

Panel observation on three specific forms of brand promotion

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Coen C. J. de Koning
June 15, 1971
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Citation

de Koning, C. C. (1971a, June 15). Panel observation on three specific forms of brand promotion . ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/panel-observation-on-three-specific-forms-of-brand-promotion-


Research papers

A comparison of sales forecasting methods

The purpose of this article is to present a comparison of three alternative methods for sales forecasting - trend analysis, time series analysis and regression analysis. Rather than looking at the theoretical differences, the focus is on practical...

Catalogue: The European Marketing Research Review 1971
Authors: Spyros Makridakis, Steven Wheelwright
June 15, 1971
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Citation

Makridakis and Wheelwright (1971a, June 15). A comparison of sales forecasting methods. ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/a-comparison-of-sales-forecasting-methods


Research papers

Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media

Our Basic Research Group was asked to improve decision making on advertising activities by marketing and advertising people by working out model concepts of the process of advertising effects as well as to develop adequate test procedures. Since...

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

Juchems, A. (1971a, June 15). Advertising models in the practical application for decisions on advertising content and creative treatment and on the use of advertising media. ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/advertising-models-in-the-practical-application-for-decisions-on-advertising-content-and-creative-treatment-and-on-the-use-of-advertising-media


Research papers

Comments on dr. Joyce's paper

I do not wish to comment on Timothy Joyce's paper at length, but there are several points at which he misrepresents Fishbein theory, and I would like to comment on two of these.

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

Tuck, M. (1971a, June 15). Comments on dr. Joyce's paper. ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/comments-on-dr-joyce-s-paper


Research papers

The choice among media

Most of the research done up to now with regard to the choice of media has been either at the level of the audience or at the level of communication. Audience surveys of major media categories are necessary, but they are not sufficient. Large-scale...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Jacques Durand, Marcel Marc
June 15, 1971
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Citation

Durand and Marc (1971a, June 15). The choice among media. ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/the-choice-among-media


Case studies

The application of the media selection model to selective sampling

This paper will deal with the problem of choice between two activities, advertising versus selective sampling as below-the- line activity. It will explore the possibility of achieving objective standards of decision according to procedures followed...

Catalogue: Seminar 1971: Below-The-Line Activities
Author: Jan Ligthart
June 15, 1971
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Citation

Ligthart, J. (1971a, June 15). The application of the media selection model to selective sampling . ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/the-application-of-the-media-selection-model-to-selective-sampling-


Research papers

Experimental methods in marketing

Very little is to be found in specialised marketing literature on experimentation. As in the sciences in general the earliest steps forward in marketing were made as a result of using methods of observation. Data are collected either within the...

Catalogue: The European Marketing Research Review 1971
Author: Yves Fournis
June 15, 1971
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Citation

Fournis, Y. (1971a, June 15). Experimental methods in marketing. ANA - ESOMAR. Retrieved June 12, 2026, from


https://ana.esomar.org/documents/experimental-methods-in-marketing