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Research papers

Measuring advertising effectiveness

Professor Lucas and I have tried to bring together in one volume the most up-to-date information on two of the most important phases of advertising; 1. The measurement of advertising messages, and 2. the measurement of advertising media. It is too...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Steuart Henderson Britt
June 15, 1963
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Citation

Britt, S. H. (1963a, June 15). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness-212


Research papers

Remarks suggested by the papers on advertising research

I have been asked to discuss the papers delivered in this session, and find myself in the difficult position of having to elaborate on what was said this morning. In trying to remain as positive as the speakers have been, I will attempt to use some...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: Jean Arachtingi
June 15, 1963
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Citation

Arachtingi, J. (1963a, June 15). Remarks suggested by the papers on advertising research. ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/remarks-suggested-by-the-papers-on-advertising-research


Research papers

Formulation of an index of propensity to buy

We have then compared the efficiency of four different methods of measuring propensity to buy and the conclusion from this comparison would appear to be that the gift scale method which we have developed has the greatest likelihood of yielding...

Catalogue: ESOMAR/WAPOR Conference 1963
Author: James Rothman
June 15, 1963
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Citation

Rothman, J. (1963a, June 15). Formulation of an index of propensity to buy. ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/formulation-of-an-index-of-propensity-to-buy


Research papers

Analysis of population characteristics

The object of this paper is to examine two methods of estimating the "social class" structure of a particular population universe once certain data is already known e.g. age, sex, area, socio-professional classes, etc... We subsequently show that one...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Alain Blochet
September 3, 1962
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Citation

Blochet, A. (1962a, September 03). Analysis of population characteristics . ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/analysis-of-population-characteristics-


Research papers

Econometry and psycho-sociology complementary methods of approach (French)

This example illustrates an extremely rewarding method of collaboration between psycho-sociological specialists and econometric specialists. Such collaboration should be developed more end more in the study of many forecasting problems. In this...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Emeric Deutsch, Michel Simon
September 3, 1962
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Citation

Deutsch and Simon (1962a, September 03). Econometry and psycho-sociology complementary methods of approach (French). ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/econometry-and-psycho-sociology-complementary-methods-of-approach-french-


Research papers

Interviewer recruitment and training

My belief in interviewer selection and training in the simplest terms t we spend a lot of time in studying the problem before we embark on a survey s we take a lot of trouble over sample design and over preparing and testing a questionnaire! we spend...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Paul Howard Berent
June 15, 1962
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Citation

Berent, P. H. (1962a, June 15). Interviewer recruitment and training. ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/interviewer-recruitment-and-training


Research papers

Combined time series-cross section analysis in market forecast (French)

The authors are not in agreement as to the possibility of combining on one graph a correlation between two variables and the evolution of the former in time, in other words putting three variables on a plane graph. We shall not enter into the details...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Maurice Pariat
June 15, 1962
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Citation

Pariat, M. (1962a, June 15). Combined time series-cross section analysis in market forecast (French). ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/combined-time-series-cross-section-analysis-in-market-forecast-french-


Research papers

The information concept as a key to industrial market research method

Can any market researcher think of a plausible reason why research in industrial markets lags so far behind research amongst consumers? Let us examine some facts, a literature about industrial market research (abbreviated IMR) is almost non-existent....

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Coen C. J. de Koning
June 15, 1962
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Citation

de Koning, C. C. (1962a, June 15). The information concept as a key to industrial market research method. ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/the-information-concept-as-a-key-to-industrial-market-research-method


Research papers

Markov chain processes and applications to marketing research

The applications of mathematics in the development of sampling methods are generally well known and appreciated. However, mathematics is now engaged in other problem-solving roles which will be just as important to marketers in the future as sampling...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: Solomon Dutka, Lester R. Frankel
June 15, 1962
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Citation

Dutka and Frankel (1962a, June 15). Markov chain processes and applications to marketing research. ANA - ESOMAR. Retrieved May 16, 2026, from


https://ana.esomar.org/documents/markov-chain-processes-and-applications-to-marketing-research