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Research papers

The use of consumer panels in the evaluation of promotional and advertising expenditures

Consumer Panels are well situated to play an important part in the problems of evaluating advertising and promotional expenditures for consumer products, by measuring the effect they have on purchasing behaviour: A) They measure consumer purchasing...

Catalogue: ESOMAR Congress 1968
Authors: John Parfitt, Ivor McGloughlin
June 15, 1968
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Citation

Parfitt and McGloughlin (1968a, June 15). The use of consumer panels in the evaluation of promotional and advertising expenditures. ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/the-use-of-consumer-panels-in-the-evaluation-of-promotional-and-advertising-expenditures


Research papers

Possibilities and problems of cumulated surveys

Conventional data analysis concentrates on individual surveys of not more than 2000 respondents. Hypotheses regarding small sub-groups of the population cannot be tested with these surveys. Special surveys with disproportionate samples or with a...

Catalogue: ESOMAR Congress 1968
Authors: Hans Dieter Klingemann, Franz Urban Pappi
June 15, 1968
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Citation

Klingemann and Pappi (1968a, June 15). Possibilities and problems of cumulated surveys. ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/possibilities-and-problems-of-cumulated-surveys


Research papers

Search for potential clients (French)

In 1967, 18% of housewives use MOUSPA, a household product launched in 1962. The commercial strategy of the Firm manufacturing MOUSPA is based on an expansion of the market for this product, while at the same time consolidating the positions it has...

Catalogue: ESOMAR Congress 1968
Author: Philippe Irrmann
Company: IFOP
June 15, 1968
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Citation

Irrmann, P. (1968a, June 15). Search for potential clients (French). ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/search-for-potential-clients-french-


Research papers

Some notes on the application of a general theory of diffusion of innovations on household decision-making

Advertising is an activity which can be defined in many ways. One definition is of particular interest in the context of this paper. It is a definition which is suggested by more or less simple theories which are used when defining advertising norms...

Catalogue: ESOMAR Congress 1968
Author: G. J. Randoe
June 15, 1968
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Citation

Randoe, G. J. (1968a, June 15). Some notes on the application of a general theory of diffusion of innovations on household decision-making. ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/some-notes-on-the-application-of-a-general-theory-of-diffusion-of-innovations-on-household-decision-making


Research papers

Decline in the status of household decision-making

This paper presents a theory of change in household decision-making. The general contention is that household decisions are a function of family and social organisation. Over the last few decades family organisation has undergone and is continuing to...

Catalogue: ESOMAR Congress 1968
Author: Peter Cooper
Company: QRi Consulting Ltd.
June 15, 1968
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Citation

Cooper, P. (1968a, June 15). Decline in the status of household decision-making. ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/decline-in-the-status-of-household-decision-making


Research papers

Experiments in merging surveys (French)

When the results of two surveys based on various samples are to be used simultaneously, a merged file will be generated by grouping individuals from both origins, according to certain criteria. If the explained variables (behavioural), special to...

Catalogue: ESOMAR Congress 1968
Author: Jean-François Boss
June 15, 1968
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Citation

Boss, J. (1968a, June 15). Experiments in merging surveys (French). ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/experiments-in-merging-surveys-french-


Research papers

Is opinion leader and opinion follower identical person?

The classic two-step hypothesis was rejected by its creators. Subsequent studies have demonstrated shortcomings in the data on which the hypothesis was based. For one thing, the dichotomy of opinion leaders and followers was shown to be unfortunate...

Catalogue: ESOMAR Congress 1968
Author: Arthur Graham
June 15, 1968
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Citation

Graham, A. (1968a, June 15). Is opinion leader and opinion follower identical person?. ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/is-opinion-leader-and-opinion-follower-identical-person-


Research papers

Do attitudes change before behaviour?

The controversy as to whether or not attitude change precedes behaviour change has raged for a considerable time. This paper reviews in detail the more recently published data on this subject: some of which would lead us to believe that attitudes can...

Catalogue: ESOMAR Congress 1968
Author: Jack Fothergill
June 15, 1968
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Citation

Fothergill, J. (1968a, June 15). Do attitudes change before behaviour?. ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/do-attitudes-change-before-behaviour-


Research papers

Decision behaviour by supermarket shoppers (French)

This paper is centred around the results of two studies on planned and impulse purchases, by housewives, in four different super-markets. The method of the first study is similar to those of the DU PONT studies. The results emphasise factors bearing...

Catalogue: ESOMAR Congress 1968
Author: Antoine Pillet
June 15, 1968
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Citation

Pillet, A. (1968a, June 15). Decision behaviour by supermarket shoppers (French). ANA - ESOMAR. Retrieved September 13, 2026, from


https://ana.esomar.org/documents/decision-behaviour-by-supermarket-shoppers-french-