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Research papers

New challenges to market researchers (German)

The following paper gives a summary of articles from papers, which are dealing with themes of management, marketing, market research and advertising. The various aspects are summarised in 10 statements. These statements will be taken into...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Heinz Alpers
June 15, 1982
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Citation

Alpers, H. (1982a, June 15). New challenges to market researchers (German). ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/new-challenges-to-market-researchers-german-


Research papers

New challenges to market researchers

The following paper gives a summary of articles from papers, which are dealing with themes of management, marketing, market research and advertising. The various aspects are summarised in 10 statements. These statements will be taken into...

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Heinz Alpers
June 15, 1982
×

Citation

Alpers, H. (1982a, June 15). New challenges to market researchers. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/new-challenges-to-market-researchers


Research papers

Experiments in copy-testing

This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Heinz Alpers
June 15, 1980
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Citation

Alpers, H. (1980a, June 15). Experiments in copy-testing. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/experiments-in-copy-testing


Research papers

Misunderstandings between advertising research men and creative men

Satisfactory results that are obtained from good cooperation between advertising researchers and creative men are only possible if there are really congenial partners on either side who respect each other both professionally and personally. It is...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Gunther Komp, Heinz Alpers, Paul Howard Berent
June 15, 1965
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Citation

Komp, Alpers and Berent (1965a, June 15). Misunderstandings between advertising research men and creative men. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/misunderstandings-between-advertising-research-men-and-creative-men


Research papers

Measuring and predicting sales effectiveness of advertisements

Is there any possibility to directly trace back turnover increases to the effect of certain advertising measures? or: Is it possible to measure or predict concrete sales effectiveness of advertising measures? or: Which profits bring this or the other...

Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: Uwe Johannsen, Heinz Alpers, Paul Howard Berent
April 1, 1965
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Citation

Johannsen, Alpers and Berent (1965a, April 01). Measuring and predicting sales effectiveness of advertisements . ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/measuring-and-predicting-sales-effectiveness-of-advertisements-


Research papers

Experiments in comparative content of copy-test

Let list all the copy-test methods which we Included in our research programme. One of the methods has been used since 1961 in our agency, the other tests are such offered by market research institutes as standardised methods. The tests described in...

Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
September 7, 1964
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Citation

Alpers, H. (1964a, September 07). Experiments in comparative content of copy-test. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/experiments-in-comparative-content-of-copy-test


Research papers

A market with fine prospects

The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Heinz Alpers
June 15, 1961
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Citation

Alpers, H. (1961a, June 15). A market with fine prospects. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/a-market-with-fine-prospects


Research papers

A market with fine prospects (German)

The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Heinz Alpers
June 15, 1961
×

Citation

Alpers, H. (1961a, June 15). A market with fine prospects (German). ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/a-market-with-fine-prospects-german-