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Research papers

A new concept of marketing

In this paper I would like to examine; what is really new in this new concept of marketing; to suggest a revision of the traditional approaches to the study of marketing; to show the organizational changes effected by the new trend in management...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Bartolo Mardessich
June 15, 1959
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Citation

Mardessich, B. (1959a, June 15). A new concept of marketing. ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/a-new-concept-of-marketing


Research papers

The quantification of marketing factors (French)

The market research has largely contributed in recent years to provide facts. Instead of illusions that one had about the conditions of the market. The management has been able to make decisions on an evaluation more realistic and more accurate.

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Eric Shankleman
June 15, 1959
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Citation

Shankleman, E. (1959a, June 15). The quantification of marketing factors (French). ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/the-quantification-of-marketing-factors-french-


Research papers

A new technique in matching and prediction (French)

This paper describes a technique for the matching of population samples. The matching is achieved through prediction and the method turns-upon the combining of empirically developed predictors to give the best available predictive (or matching)...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: William A. Belson
June 15, 1959
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Citation

Belson, W. A. (1959a, June 15). A new technique in matching and prediction (French). ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/a-new-technique-in-matching-and-prediction-french-


Research papers

Quantification in motivation research

The main aim of this exposition was to show that the absence of quantitatively verified, results is not inherent in motivation research. On the other hand, and we stress this point, we do not think that quantification is an absolute necessity for all...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Emeric Deutsch
June 15, 1959
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Citation

Deutsch, E. (1959a, June 15). Quantification in motivation research. ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/quantification-in-motivation-research


Research papers

How operational research can be used in deciding which models of a product are to be made (French)

When the A.O.I.P. acquired the Beyraud patents concerning a starter for electric motors based on an entirely new principle, the problem arose of choosing between the different models of this equipment. For this choice, we have had recourse to a...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Raoul Laffy
June 15, 1959
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Citation

Laffy, R. (1959a, June 15). How operational research can be used in deciding which models of a product are to be made (French). ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/how-operational-research-can-be-used-in-deciding-which-models-of-a-product-are-to-be-made-french-


Research papers

The British voter and Party images

The emphasis in this paper is on the Party Image, rather than on the characteristics of the voter. The Party Image is a similar concept as the Brand Image, but applied to a political party. Fifteen years ago we were asking such questions as...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Henry Durant
June 15, 1959
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Citation

Durant, H. (1959a, June 15). The British voter and Party images. ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/the-british-voter-and-party-images


Research papers

Motivation research applied to political attitudes

The sole purpose of the above example was to demonstrate the fundamental difference existing between investigations of attitudes and investigations of opinions. We believe that the investigation of political attitudes is destined gradually to replace...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Denis Lindon
June 15, 1959
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Citation

Lindon, D. (1959a, June 15). Motivation research applied to political attitudes . ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/motivation-research-applied-to-political-attitudes-


Research papers

The co-ordination of international research

This paper is based on the experience gained in commissioning research in, at present, eight different European countries. In addition some knowledge has been acquired of research in other European countries and in some British Dominions and the...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Max K. Adler
June 15, 1959
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Citation

Adler, M. K. (1959a, June 15). The co-ordination of international research. ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/the-co-ordination-of-international-research


Research papers

Some implications of a recent study of the comprehension of television programmes

I should like first to mention a few provisional findings from some studies of the impact of particular television programmes on which I have been engaged in Oxford over the last four years, and then to consider their implications when it comes to...

Catalogue: ESOMAR/WAPOR Congress 1959
Author: Joseph Trenaman
June 15, 1959
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Citation

Trenaman, J. (1959a, June 15). Some implications of a recent study of the comprehension of television programmes. ANA - ESOMAR. Retrieved May 15, 2026, from


https://ana.esomar.org/documents/some-implications-of-a-recent-study-of-the-comprehension-of-television-programmes