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Research papers

Refining methods in advertising research

The subject of this paper is the basic research on the measurement of the effect of advertising on purchasing probability at the pre- and post-test stage for all media advertising which IVE has been carrying out systematically over the last eight...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Astrid Carl-Zeep, Arthur Juchems
August 22, 1971

Research papers

Price research

The purpose of this present paper is to consider this and related topics in the light of the work that has so far been published. Much of it has conveniently been drawn together by Taylor and Wills in a single volume called "Pricing Strategy",...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Barry M. Hedges, Howard Biggs
August 22, 1971

Research papers

Measuring efficiency of commercial actions with the help of a ISM (Information System for Marketing) [French]

The implementing of an ISM in a firm is a long and complex operation as it is not only a question of the construction of technical tools, but equally and especially the insertion in the firm of a work method placing data processing at the service of...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Robert Jeanteur, Jean-Mathieu Paoli
August 1, 1971

Research papers

Name research

There is Increasingly less questioning of the importance which the name of a product (or a service, a company, etc...) represents in relation to the favourable or unfavourable image given by the latter: the name conveys Information - justified or...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: J. Szekely, Y. Boulvin
August 1, 1971

Research papers

Generating new product ideas

This paper attempts to review the contribution which market research can (and even occasionally does!) make to the initial, inventive, stage of new product development. In order to do this, research has been set into the context of all sources for...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Colin Greenhalgh
Company: KANTAR TNS Malaysia
August 1, 1971

Research papers

Demand studies in the field of leisure and recreation

With European Conservation year not long over and with a revitalised interest on the part of administrators, planners and journalists in the environment it is rewarding to review the survey research that has been done in one area that is so closely...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: James Spence, Frank Teer
August 1, 1971

Research papers

The evolution of forecasting methods and of their integration in business decision-making (French)

The distinction is often made at firm level between strategic decisions implying productive or commercial investment on a large scale and based on medium or long-term forecasts (3, 5 or 10 years), and tactical decisions relating to day-to-day...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Daniel Bachelet, Michel Salomon
August 1, 1971

Research papers

The evolution of forecasting methods and of their integration in business decision-making

The distinction is often made at firm level between strategic decisions implying productive or commercial investment on a large scale and based on medium or long-term forecasts (3, 5 or 10 years), and tactical decisions relating to day-to-day...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: Daniel Bachelet, Michel Salomon
August 1, 1971

Research papers

The application of market research techniques to the financial field

In this paper, we define the area covered by the financial field and demonstrate its disparity. We then discuss some special problems with which the researcher is confronted when investigating this market and review the research techniques which are...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: James Rothman
Company: KANTAR TNS Malaysia
August 1, 1971